Toyota hands retail creative account to Saatchi & Saatchi

Toyota hands retail account to Saatchi & Saatchi

The move marks the end of its long-standing relationship with Dentsu Creative which began in 2015.

Toyota Australia has handed its retail and value chain communications portfolio to Publicis-owned full-service agency, Saatchi & Saatchi. 

The move marks the end of its long-standing relationship with Dentsu Creative, which began in 2015 when the holdco acquired the local independent agency Oddfellows, Toyota’s retail creative agency at the time.

Despite previous reports the win for Saatchi & Saatchi was driven by a global consolidation with Publicis, brought about from the US, both Publicis and Toyota have since confirmed to Mediaweek this was a local decision only.

Toyota Australia told Mediaweek that under the new arrangement, Saatchis will be responsible for brand, retail, value chain and select product communications.

“Saatchi & Saatchi and Toyota Australia have a long-standing partnership and this appointment will expand their existing responsibilities,” said a Toyota spokesperson.

“This decision has been made following an extensive, standard agency review process, which aims to support Toyota Australia’s future marketing priorities. We look forward to developing innovative customer-focused solutions in the value chain and retail space.”

“We would like to take the opportunity to sincerely thank Dentsu Creative for their dedicated support and contribution to Toyota over the years.”

In a comment to Mediaweek, Michael Rebelo, Publicis Groupe ANZ CEO said: “Toyota has been a valued partner for over 40 years, and we are honoured to have this opportunity to build upon our enduring relationship.

“In bringing together our expertise in marketing transformation and Toyota’s focus on innovation, we’re excited to extend the power of our connected capabilities across creative, content and data to drive Toyota’s Retail and Value Chain business.”

In February, creative innovation studio R/GA retained the auto brand’s digital marketing business after the account was put to pitch. 

At the time, a Toyota spokesperson said: “The automotive industry is at the cusp of a remarkable transformation, calling for solutions that prioritise customers’ individual experiences.

“As we navigate this evolving landscape with new and used vehicles, services, and communications, we recognise the importance of staying ahead.

“This makes R/GA the ideal partner to leverage our brand strengths that will maximise both value for individual customers and Toyota’s value chain.”

In 2021, the auto giant appointed Spark Foundry as its media agency of record for Toyota and Lexus. That same year, it appointed creative independent Hero for select product portfolios. It is understood the agency’s relationship remains unaffected by the latest. 

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