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Toyota agencies downplay marketing overhaul
by David Blecken
6-Aug-09, 12:34
TOKYO - Toyota's agencies remain confident that the brand's decision to establish two in-house marketing companies will not lead to an overhaul of its agency arrangements.
A source in Japan familiar with Toyota said that they did not think the formation of the in-house agencies “would have an impact” on Dentsu, the main incumbent in Japan, or on Saatchi & Saatchi Fallon (SSF) in that market.
An agency source elsewhere in Asia added that “Toyota’s decision would not impact agencies in the immediate future.”
Toyota announced at the end of last month its intention to form a domestic marketing company for Japan and a company to co-ordinate global marketing activities for Toyota and affiliates. The statement, released on the company website, said the initiative was designed to bring Toyota’s marketing closer to consumers and find ways to feed marketing activities back into product development.
It remains unclear how Toyota will continue to work alongside its agency partners. Vince Socco, the firm’s regional SVP of area operations, could not be reached for comment at press time.
According to reports, Toyota did not notify roster agencies of its plans prior to the announcement, which caused a high level of confusion. Outside Japan, the bulk of the carmaker’s advertising business is aligned with Saatchi & Saatchi.
The development follows a recent decision by Hyundai to transfer all creative duties to in-house agency Innocean.
Toyota, the world’s biggest car manufacturer, has forecast a loss of $4.7 billion for the fiscal year ending in March.
The new in-house agencies are scheduled to begin operations in January.
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