Saatchi & Saatchi is facing a fight with Toyota’s other roster
agencies across Europe for the right to create the Japanese car
manufacturer’s most important launch campaign in years.
Toyota has briefed a number of its roster agencies about next year’s
launch of the Yaris, its first major foray into the small car
Presentations will be made over the summer and could result in a single
Toyota has been moving towards a more regional approach to its marketing
and has beefed up its European marketing division in Brussels, which
aims to achieve a co-ordinated strategy.
Toyota Motor Manufacturers’ deputy general manager of marketing, Andy
Pfeissenberger, commented: ’We’ve briefed a number of agencies on a
project’, adding that it would not necessarily be a winner-takes-all
Instead, ideas will be drawn from each presentation. One or more shops
may be appointed to handle the launch.
The pitch-list, which was drawn up after consultation with marketers in
each key European country, does not include any other UK agency.