Toyota launches marketing companies

07 August 2009

TOKYO: Toyota is set to establish two companies that will work on various aspects of its marketing campaigns both in Japan and abroad, although the automaker has stated their activity will compliment, rather than replace, the output of its existing agencies.

Diageo, the spirits group, is one major advertiser that has benefited from developing its own in-house expertise across the planning discipline, and Coca-Cola has similarly sought to move forward in this area since 2003.

The soft drinks giant, Unilever and Procter & Gamble have also all attempted to modernise their agency remuneration structures in recent times, and P&G has gone as far as handing its creative partners an official list of production companies to choose from.

Furthermore, Hyundai transferred its creative brief from Goodby, Silverstein & Partners to the World Marketing Group, an agency it formed with fellow automaker Kia, last year.

Toyota has now stated its intention to build a "domestic marketing company", based in Tokyo, which will have around 140 staff and start operating in January next year.

Its duties will include the "planning and execution of activities in Japan related to marketing, sales promotions", as well as conducting "surveys on markets and consumers in Japan".

The "marketing assistance and coordination company" – which will have a more international scope – will start trading in the same month, with a headcount of 110 people.

Among its responsibilities will be "carrying out and assisting global marketing" and "devising strategies and providing assistance to achieve synergy among its affiliate companies."

This unit will also oversee the work of Delphys, an advertising agency that is 100% owned by the automaker, Amlux Toyota, which runs its "automobile-themed amusement facility", and the Toyota Automall Development Corporation, which controls its shopping centre activities.

Overall, the two new entities will be expected to "carry out marketing activities that ... contribute to TMC's product development and sales innovation by promptly and accurately gauging the needs of customers," a Toyota statement said.

Dentsu is Toyota's main advertising agency in its home country, while Saatchi & Saatchi, part of

Data sourced from Toyota/Media Bistro; additional content by WARC staff