Toyota moves creative and media accounts into The & Partnership

Toyota has consolidated its European advertising and media businesses into The & Partnership from Publicis Groupe agencies without a pitch.

Toyota's 'who's driving' ad in 2014 was created by Saatchi & Saatchi
Toyota's 'who's driving' ad in 2014 was created by Saatchi & Saatchi

The & Partnership has been appointed as the lead creative, media and content agency for Toyota Motors Europe and will set up a bespoke integrated network for the brand called &Toyota.

The agency has been tasked with supporting Toyota’s transition to a more integrated digital-first model and, it said, "refocus its brand strategy around how people consume media and buy cars today".

The Japanese car brand had previously worked with Saatchi & Saatchi across European markets and Zenith for media planning and buying.

The &Toyota network will be powered by a specialist data analytics unit, integrating data-driven creative with smart, responsive digital media planning in order to grow the Toyota brand, drive sales and deliver creative consistency and share of voice across all channels and markets.

The appointment follows the creation of a series of bespoke models created by The & Partnership over recent years including Pulse Creative for News UK; The Fuse for The Wall Street Journal / Dow Jones; and Team TalkTalk in London. 

Karl Schlicht, executive vice-president of Toyota Motor Europe, said: "Our ambition is to strengthen Toyota’s brand image in Europe by producing ever better cars, communicating a clear brand purpose and maximising the effectiveness of our media investments.

"We believe a new business model is required to achieve this – one that is more integrated and customer-centric – with digital transformation at its heart. We have therefore decided to appoint The & Partnership as our single, integrated agency partner for all marketing, digital and media activities across Europe."