m/SIX wins European Toyota media business
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.
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.
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