Brunner Named as Agency of Record for Mitsubishi Electric Cooling and Heating
September 22, 2015
Agency strengthens home and building products portfolio
ATLANTA (September 22, 2015) – Home energy giant Mitsubishi Electric announced today that they have named Brunner, Inc. as their new Agency of Record for their Cooling and Heating division. Brunner will be responsible for driving the division's overall marketing communications, strategy and planning, creative, and 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 is the country'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 an 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 Mitsubishi brand and felt that it would fit well within our strong portfolio of home and building brands," said agency President Scott Morgan.
Brunner will be working with Mitsubishi Electric Cooling & Heating to evolve and expand their current campaign, "Make Comfort Personal," to better increase brand awareness and support a variety of new product launches.
ABOUT MITSUBISHI ELECTRIC
Mitsubishi Electric US, Inc. Cooling & Heating Division (Mitsubishi Electric) is headquartered in Suwanee, Georgia. Mitsubishi Electric is a leading marketer of ductless and variable refrigerant flow (VRF) air-conditioning and heating technology in North America, Latin America, the Caribbean and Bermuda. In 1982, Mitsubishi Electric introduced its state-of-the-art, ductless air conditioners and heat pumps in North America. Mitsubishi Electric expanded its product line with VRF zoning heat pump systems using INVERTER technology to offer simultaneous cooling and heating capabilities. Mitsubishi Electric also offers compressors and a full line of air-conditioning accessories. The division's HVAC products have won numerous awards for innovation and excellence, including a 2015 AHR Expo Innovation Award fromASHRAE, a 2015 Money-Saving Products Award from BUILDINGS, a 2014 Top Products Award from Building Operating Management, a 2014 Dealer Design Gold Award from ACH&R News, a 2014 Best of Building Award from U.S. Green Building Council and Consulting-Specifying Engineer's 2014 Product of the Year Silver Award. More information is available at www.mehvac.com and at Mitsubishi Electric's blog, www.mehvac-blog.com. Mitsubishi Electric US, Inc. Cooling & Heating Division is also on Facebook, Twitter, Pinterest and YouTube.
Brunner is a full-service integrated marketing firm agency with offices in Pittsburgh and Atlanta. Other clients include Cub Cadet, YellaWood, ShurTech (Duck Brand), Ply Gem Holdings, Inc., GlaxoSmithKline, Bob Evans, Huffy, GNC, Care USA, Mars, Philips Healthcare, and Eaton Vehicle Group. Find out more at www.brunnerworks.com.