Starting April 1, 2014, the advertising agencies that Toyota employs to appeal to African-American, Hispanic and Asian-American markets will have a larger role in creating the brand’s general-market advertising, Jack Hollis, vice president of Toyota marketing, disclosed. Toyota’s multicultural agencies will collaborate as a team – called Total Toyota -- led by Toyota’s agency of record, Saatchi & Saatchi.
This is a contrast to the more “siloed” approach that is currently in place, according to Hollis. Total Toyota was established for the purpose of having more inputs from the multicultural agencies into the general-market advertising, which is traditionally handled primarily by Saatchi.
Toyota’s other agencies include Burrell Communications (African-American advertising), Conill (Hispanic market) and InterTrend Communications (Asian-American advertising).
While the agencies will remain independent from each other, they will no longer market to ethnic groups individually. Hollis remarked that Toyota will adopt more of a “total market” approach to better position the brand, since ethnic minorities account for a significant share of US car buyers.
“The three multicultural agencies each have sat in a silo and then we have this general-market silo,” Hollis remarked. He said that the total market is defined as “breaking down the “four siloed areas” and making it one, noting that the total market is the “general market combined with the multicultural market.”