The World: Kuala Lumpur - Lexus selects Dentsu for third time in Asia

Lexus has shifted its creative account in Malaysia from Saatchi & Saatchi to Dentsu, following a pitch between the two agencies.

The appointment marks the third time in under six months that Lexus has appointed Dentsu in Asia, after the agency won the business in Thailand and the Philippines towards the end of 2008.

In February 2008, Inchcape-Borneo Motors, the distributor of Toyota and Lexus in Singapore, also awarded Dentsu the creative account for Toyota following a head-to-head pitch against Saatchi & Saatchi. However, on that occasion, Saatchi & Saatchi managed to retain the Lexus account.