Toyota has handed its retail and value chain communications portfolio to Publicis' Saatchi & Saatchi from incumbent Dentsu Creative, AdNews can reveal.
This marks the end of dentsu's long-standing relationship with Toyota, the deal came out of the US insiders tell AdNews.
Dentsu has held the retail since the holdco acquired Oddfellows in 2015.
In 2021 Hero was appointed for select product portfolios. AdNews can confirm hero’s relationship remains the same.
Publicis Groupe ANZ CEO Michael Rebelo said Toyota has been a valued partner for over 40 years.
"We are honoured to have this opportunity to build upon our enduring relationship," Rebelo told AdNews.
"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.”
A Toyota spokesperson also confirmed the news.
"Saatchi & Saatchi and Toyota Australia have a long-standing partnership and this appointment will expand their existing responsibilities," the spokesperson told AdNews.
"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 2021 Spark Foundry was appointed as the media agency for Toyota and Lexus. Saatchi & Saatchi does brand and select product portfolios.
Dentsu and Hero had no comment.
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