Agency strengthens home and building products portfolio.
Home energy giant Mitsubishi Electric has named Brunner, Inc. as their new Agency of Record for their Cooling and Heating division. The incumbent was Ames Scullin O'Haire. Brunner will be responsible for driving the division's overall marketing communications, strategy, and planning, creative, media, planning and buying. This will include providing full-scale support for Mitsubishi Electric's national integrated marketing campaign including media, TV advertising, content creation, and social media.
Mitsubishi Electric Cooling and Heating, based in Suwanee, Ga., is the U.S.'s largest manufacturer of ductless heat pumps and variable refrigerant flow products, generating more than $500M in annual sales. But as interest in multi-zone cooling and heating and sales of ductless systems has increased, so too has the competition in the category. As the category matures, Mitsubishi Electric Cooling and Heating is looking to expand on their #1 position as the multi-zone cooling and heating leader.
Brunner was named AOR for the $10M account after a competitive review that included seven different agencies. Mitsubishi Electric Cooling and Heating chose Brunner in part due to the agency's dedication to seamless brand building and excellence in producing lead generation capabilities across all platforms.
"We were impressed with Brunner's fresh, streamlined approach," said John Stowell, Sr. Director of Marketing, Mitsubishi Electric Cooling and Heating. "We were in need of agency who could evolve the strategy for our brand to maintain category leadership, but also prepare us for taking on new, strong competition in the future."
Brunner has a strong track record in the home and building category counting Yellawood, Dow, Werner, and Cub Cadet among its clients over the years. Because of this, Mitsubishi Electric has been of interest to Brunner for some time. "We've long admired the brand and felt that it would fit well within our portfolio of building and home brands," said agency CEO Michael Brunner.