Toyota Hires Bcom3 Start-Up for New Corolla European Launch

18 September 2001

Brussels-based Toyota Motor Europe has appointed Bcom3 Group’s London start-up agency Magellan to handle the European advertising campaign for the launch of its all-new Corolla model. Magellan will work on a project basis to deliver the campaign in time for the car’s introduction early next year.

Magellan is a recently established standalone agency headed by Bcom3 vice chairman Reiner Erfert who also assumes the chair of fledgling shop. It will be staffed by executives and creatives drawn from other Bcom3 units and enjoy support from Dentsu.

Says Andy Pfeiffenberger, director of marketing at TME: “Magellan brings added resource to our current agency roster as Toyota accelerates its marketing programmes in Europe. Our in-market agency relationships remain unchanged and Lowe Alice based in Paris, part of the Lowe Lintas Group, remains our Toyota agency of record.”

News source: Bcom3