Toyota awards creative and media accounts to Publicis’ Spark Foundry
Following the conclusion of its combined media and creative pitch that lasted more than a year, Autos maker Toyota has awarded its media account to Publicis Groupe’ Spark Foundry; marking the end of the brands’ 20+ year relationship with The Media Store.
Vice President, Sales and Marketing, Toyota Australia, Sean Hanley announced: “The automotive industry is undergoing a once-in-a-century transformation that will require innovative customer-focused solutions through next-generation vehicles, services and communications. Our new specialist agency partners are best positioned to support us with innovative marketing as we enter this new exciting era.”
According to Toyota, Saatchi & Saatchi will continue to lead brands and select product portfolios on the creative side, BWM Dentsu will continue to lead retail, and Ben Lilley’s new agency group Hero has been added to the roster for select product portfolios.
The shift away from The Media Store will be a substantial hit to the agency, since Toyota was its most significant client for more than two decades. According to Nielsen, Toyota’s ad spend in the 2020 financial year was $54.5 million.
Speaking on the shift, Hanley stated: “The Media Store has been a trusted partner for over two decades and has made a great contribution to Toyota Australia. The agency has helped build our brand to where it is today. This decision was particularly difficult and we sincerely thank TMS for their service and support.”
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