Saatchis UK nets pounds 70m Yaris task

Saatchi & Saatchi UK has won the pounds 70 million task of launching the Toyota Yaris across Europe, the Japanese car manufacturer’s most important launch in recent years.

Saatchi & Saatchi UK has won the pounds 70 million task of

launching the Toyota Yaris across Europe, the Japanese car

manufacturer’s most important launch in recent years.



Saatchis will handle all European advertising for the Yaris, which

launches next April. There will be one central idea to the campaign with

two executions, one for northern Europe and one for southern Europe.

Zenith Media is to handle media buying and below-the-line will be

handled by Joshua.



Toyota used an experimental pitch process to choose its launch

agency.



Six of Toyota’s European roster agencies - Saatchis in the UK and

France, BMZ/FCA in Germany, Sintesis SBC in Spain, Catchline

Communications in the Netherlands and Egeberg in Denmark - were invited

to develop two creative ideas.



The agencies then formed a committee to decide between themselves the

best four ideas. These were then submitted to Toyota and two ideas, from

Saatchis UK and Saatchis France, were put into research before the

Saatchis UK idea was chosen.



Adam Crozier, the joint chief executive of Saatchis, said: ’We are

delighted to have been awarded this project on the strength of our idea.

This will really strengthen our relationship with an existing

client.’



Toyota is expected to spend around pounds 14 million in the UK on the

launch, which replaces its existing small car, the Starlet. The company

sells about 10,000 Starlets a year in the UK and is looking to sell two

or three times that many of the Yaris range.



Toyota is also likely to use its ITV sponsorship deal, brokered last

year to run until 2002, to promote the Yaris. The deal gives it the

right to sponsor almost any ITV programme from the morning of New Year’s

Eve to midnight on New Year’s Day.



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