CHI wins Lexus digital job

LONDON - Lexus Europe has appointed CHI & Partners to handle its pan-European digital advertising account.

Lexus...has appointed CHI & Partners for digital across Europe
Lexus...has appointed CHI & Partners for digital across Europe

CHI will now handle the creative and strategic side of the digital account. Amaze Digital, the incumbent, will run the technical side of the business as a web implementation partner.

The pitch, which originally involved four agencies, was staged in June by Lexus Europe's Brussels office.

In addition, the agency has won the UK and European advertising briefs for all Lexus models from Saatchi & Saatchi over the past year. 

Changes to the ad account are understood to have begun at the end of 2007, when Lexus Europe began to pull the business out of Saatchis. That agency continues to handle advertising for Lexus' parent company, Toyota, however.

In January, CHI became the lead agency for Lexus in Continental Europe. In May, the agency won the Lexus UK account.

CHI already held a place on the Lexus roster, having won ?a project to launch the manufacturer's LS hybrid car in June 2006.

Separately, Lexus GB held a pitch in May for its direct marketing account, held for six years by Partners Andrews Aldridge. Kitcatt Nohr Alexander Shaw won the brief.

The regional agency Emery McLaven Orr handles Lexus GB's integrated marketing, while the company's media planning and buying is managed by ZenithOptimedia.

CHI was unavailable for comment.