Lexus hires Partners Andrews Aldridge for DM task

LONDON - Lexus, the premium car marque, has appointed Partners Andrews Aldridge to handle its direct marketing account.

Andrews Aldridge won the £1 million account after a three-way pitch. Lexus, owned by Toyota, previously used WWAV Rapp Collins but decided to switch agencies to bring about a new creative direction.



The agency will work alongside Lexus' advertising agency Saatchi & Saatchi. The brand is in a period of strong growth, having increased car sales by five times since 1997.



The main task for Andrews Aldridge is to attract new drivers to the Lexus brand through direct marketing. After this initial period it will look at customer retention and the used car market.



Andrews Aldridge has experience in the automotive sector through its work with Harley Davidson. Members of its senior team have also worked at previous agencies for car brands including BMW, Jaguar, Ford and Saab.



David Brimson, general manager marketing at Lexus, said: "We want to work in partnership with an agency to produce highly creative solutions grounded in powerful brand and consumer insights. The agency demonstrated to us very clearly and very early on in the pitch process that it understood this and convinced us it has the flair to do it."



Phil Andrews, managing partner at Partners Andrews Aldridge, said: "Our team has fantastic experience in the automotive industry and we have held out to work with a great car brand. Our task will be using that experience to move Lexus forward to new levels in the UK."




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