Toyota picks AKQA and The & Partnership for UK digital briefs

Both agencies have existing relationship with car marque.

Toyota: pitch began in February
Toyota: pitch began in February

Toyota GB has picked The & Partnership to manage its CRM strategy, creative and design, and AKQA to work on its digital transformation and experience design.

It follows a four-way competitive pitch process, which Campaign revealed in February. There was no incumbent.

The & Partnership already handles Toyota's advertising and media planning and buying.

For the new brief, the agency will work in collaboration with Wunderman via a combined team based in London and at the on-site integrated agency at Toyota GB's headquarters in Epsom, Surrey.

AKQA already works with Toyota Motor Europe via its Amsterdam office.

Andrew Cullis, Toyota GB director of communications and product, said: "Our priority is to make the customer’s experience easy, connected and personal. The focus of this process was preparation for the future as we pivot to become a mobility company, ensuring that we have consistency at every touchpoint, leading to a seamless customer experience and giving our communications greater impact."