Blow to Dentsu as Toyota appoints Saatchi & Saatchi to retail and value chain communications portfolio

Toyota Australia has appointed Saatchi & Saatchi to take on its retail and value chain communications portfolio. The agency takes over from incumbent agency Dentsu Creative, which has held the business since acquiring Oddfellows back in 2014.

Oddfellows had held the retail account since the late 8os. Saatchi & Saatchi and Toyota Australia also had a long-standing partnership going back to the early 90s, and this appointment will expand their existing responsibilities.

Says a spokesperson from Toyota: “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.”

Says Michael Rebelo, CEO, Publicis Groupe ANZ: “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.”