CHI & Partners lands global Lexus activity

CHI & Partners has won a pitch for the first global ad campaign from the luxury car manufacturer Lexus.

Lexus: appoints CHI & Partners
Lexus: appoints CHI & Partners

CHI picked up the brief after a contest against more than six agencies from Asia, Europe and the US. The process was run out of Tokyo by Lexus, which began its hunt for a creative agency last year.

The campaign is not understood to be tied to a new product but will instead promote the brand. CHI is expected to create digital, content and above-the-line work.

CHI won a spot on Lexus’ roster in 2006. In 2008, after three pitches, it was named Lexus’ lead creative agency in Europe and the UK, as well as the car-maker’s European agency for digital.

John Thomson, the group manager, brand communications group, Lexus International, said: "Lexus International conducted a pitch process for our first ever global campaign during 2012.

"CHI & Partners were finally selected. We liked their clear, integrated message and that it is a campaign that 'does' and not simply 'says'. The campaign with the theme 'Amazing in Motion' will break from 1 May."

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