|Agency: Dentsu Canada|
Lexus – Lexus LS460
Bronze: Off to a Good Start
Business Results Period (Consecutive Months): January 2007-June 2007Start of Advertising/Communication Effort: Jan. 2006 (brand) and Oct. 2006 (LS460)Base Period for Comparison: January 2005-December 2006
The Lexus LS was introduced as the flagship when the Lexus brand came to North America in 1991. It was re-launched once in 1999 (in automotive parlance, a vehicle is “re-launched” when it is substantially redesigned). A model re-launch does not sneak up on you – typically there are running prototypes a year in advance and work on...