Toyota gives £60m Auris job to Saatchi & Saatchi

LONDON - Toyota is poised to hand Saatchi & Saatchi the £60m pan-European brief to handle the launch of the Auris hatchback following a head-to-head pitch against Clemmow Hornby Inge.

The decision is a turnaround for Toyota, which has handed CHI a number of pan-European briefs since the agency won the Aygo brief in 2004. These include Auris' predecessor the Corolla, and Toyota's tactical advertising.

The pitch for the Auris was called in March, when the car still provisionally bore the Corolla name. The Auris name was not formally announced until the Paris Motor Show in September.

Separately, CHI has been handed a pan-European brief for the launch of the latest model Yaris. Both the Auris and Yaris campaigns are expected to run in 25 countries. Toyota Europe was unable to comment on the appointments.

Last year, Toyota sold 123,000 cars, giving it a 5% share of the UK market, according to the Society of Motor Manufacturers and Traders.

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