Saatchis to contest Toyota Euro launch with rival agencies

By KAREN YATES, campaignlive.co.uk, Friday, 29 May 1998 12:00AM

Saatchi & Saatchi is facing a fight with Toyota’s other roster agencies across Europe for the right to create the Japanese car manufacturer’s most important launch campaign in years.

Saatchi & Saatchi is facing a fight with Toyota’s other roster

agencies across Europe for the right to create the Japanese car

manufacturer’s most important launch campaign in years.



Toyota has briefed a number of its roster agencies about next year’s

launch of the Yaris, its first major foray into the small car

market.



Presentations will be made over the summer and could result in a single

campaign.



Toyota has been moving towards a more regional approach to its marketing

and has beefed up its European marketing division in Brussels, which

aims to achieve a co-ordinated strategy.



Toyota Motor Manufacturers’ deputy general manager of marketing, Andy

Pfeissenberger, commented: ’We’ve briefed a number of agencies on a

project’, adding that it would not necessarily be a winner-takes-all

pitch.



Instead, ideas will be drawn from each presentation. One or more shops

may be appointed to handle the launch.



The pitch-list, which was drawn up after consultation with marketers in

each key European country, does not include any other UK agency.



This article was first published on campaignlive.co.uk

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