Mitsubishi Electric of Canada handled its own media planning before issuing its first RFP late last year. Last week, the Markham, Ont.-based company announced that its first AOR will be the Autumn Group. The Toronto boutique agency will be responsible for creative and media aspects of designing and implementing all marketing initiatives in Canada.

Autumn will provide a wide range of cross-media services including brand positioning, advertising and design, direct and relationship marketing, marketing and sales support tools, and promotions and incentive programs. The agency’s Autumn Media division will handle media planning and buying strategy.

While planning a spring print campaign for its new client, Autumn is working on marketing collateral including brochures, sales sheets, product literature and presentations, as well as developing a new website for Mitsubishi Electric’s cooling, heating and ventilation systems.

‘We went with the Autumn Group because they understood how to integrate and synchronize all the different marketing vehicles, whether in print or digital, in a consistent and coherent manner,’ Anton Wolmarans, Mitsubishi Electric’s GM said in a statement. ‘Their ability to handle our media placement and provide a sound strategy also influenced our decision,’ he added.

With annual sales of approximately $100 million, Mitsubishi Electric’s ad spend last year is estimated to have been between $1 million and $5 million.