Toyota creates new advertising team to broaden appeal

Article by Anita Panait, on December 19, 2013

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.”

Topics: toyota, advertising

If you liked the article, share on:

Comments

Recommended

Not so long ago, the 2018 Genesis G80 Sport made its debut at the 2016 LA Auto Show. But at that time, it did not have a price yet. And...
by - April 23, 2017
It seems like an increase in price has become a trend for automotive companies lately. Genesis isn’t alone when it comes to this. Subaru had just announced that the 2018...
by - April 23, 2017
Imagine a sports car morphing into an SUV. Chevrolet initially revealed the FNR Concept at the previous Shanghai Auto Show in 2015. For this year, Chevy once again graces the...
by - April 22, 2017
From the moment FCA kicked off with its 3-month-long ad campaign until the day it unveiled the new Dodge Challenger SRT Demon, folks have been guessing what the exact figures...
by - April 22, 2017
Some people may think Audi Sport is a new company but it is in fact the motorsport division of Audi combined with the best of what Quattro GmbH can offer....
by - April 21, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries