Mitsubishi's Lancer 2009

Traffic, a Cimarron Group-owned agency based in Hollywood, has won Mitsubishi's $185 million creative and interactive account, according to AdWeek.

Mitsubishi Motors North America started taking RFPs in March. At the time, the account was estimated to be worth $190 million. Creative and interactive were managed by BBDO West and Organic, respectively.

BBDO, which won Mitsubishi's favor in 2005, did not turn in an RFP.

Mitsubishi last conducted reviews in 2004, having suffered a 25 percent decline in sales and the defection of its marketing chief.

Through 2005 Mitsubishi lost ad exec Robert Martin, whose departure sparked an exodus of other top ad figures.

That volatility isn't quite ancient history. Through May 2008, Mitsubishi sales were down 19 percent (46,000 units sold) from the year before. The Lancer is currently its top-selling vehicle.

The company is currently promoting "My Epiphany Project," a series of web videos that follow eight Mitsubishi car owners. The effort falls under "It's Go Time," a campaign launched by BBDO.

Nielsen says Mitsubishi spent $185 million in measured media last year, with online spend quintupling to $10 million in three years.