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    Toyota hands retail creative account to Saatchi & Saatchi

    Toyota has handed its retail and value chain communications portfolio to Publicis-owned full-service agency, Saatchi & Saatchi. 

    The move marks the end of its long-standing relationship with Dentsu Creative, which began in 2015 when the holdco acquired the local independent agency Oddfellows, Toyota’s retail creative agency at the time.

    Mediaweek understands the win for Saatchi & Saatchi was driven by a global consolidation of marketing with Publicis, brought about from the US. 

    In a comment to Mediaweek, Michael Rebelo, Publicis Groupe ANZ CEO said: “Toyota has been a valued partner for over 40 years, and we are honoured to have this opportunity to build upon our enduring relationship.

    “In bringing together our expertise in marketing transformation and Toyota’s focus on innovation, we’re excited to extend the power of our connected capabilities across creative, content and data to drive Toyota’s Retail and Value Chain business.”

    In February, creative innovation studio R/GA retained Toyota Motor Corporation Australia’s digital marketing business after the account was put to pitch. 

    At the time, a spokesperson from Toyota Motor Corporation Australia said, “The automotive industry is at the cusp of a remarkable transformation, calling for solutions that prioritise customers’ individual experiences.

    “As we navigate this evolving landscape with new and used vehicles, services, and communications, we recognise the importance of staying ahead.

    “This makes R/GA the ideal partner to leverage our brand strengths that will maximise both value for individual customers and Toyota’s value chain.”

    In 2021, Toyota appointed Spark Foundry as its media agency of record for Toyota and Lexus. That same year, the auto giant appointed creative independent Hero for select product portfolios. It is understood the agency’s relationship remains unaffected by the latest. 

    Mediaweek has reached out to Toyota.

    See also:
    R/GA retains Toyota account following competitive pitch
    Racing Toyotas, sexual sauce ads, and child safety concerns: Ad Standards’ latest rulings

    The post Toyota hands retail creative account to Saatchi & Saatchi appeared first on Mediaweek.

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