Toyota creates Total-Market Marketing Model
December 18, 2013
To make sure Toyota continues to address the needs of the new marketplace, the manufacturer will adopt a more cohesive marketing approach to paid, earned and owned media by placing previously separate agencies into a total market model, called Total Toyota or T2. While the agencies remain separate and distinct business units, they will collaborate under the T2 umbrella. To complement the agency approach, Toyota’s in-house multicultural marketing team will now be integrated across all product marketing teams.
Saatchi & Saatchi Los Angeles will lead the new model. Joining Saatchi are four additional agencies with decades-long Toyota partnerships. Three of the agencies have Publicis ties, including Burrell Communications (African-American), Conill Advertising (Hispanic), and Zenith (broadcast and out-of-home media buying). InterTrend Communications, an independently-owned and operated agency focused on the Asian-American consumer, also joins the model.
The introduction of T2 allows Toyota to focus even more clearly on its customers with communication and marketing that best represents their sensibilities and shopping preferences. The new model delivers on Toyota’s “Let’s Go Places” promise to serve as a model for innovation, enriching lives and connecting with customers in new ways.
One of T2’s main responsibilities will be devising and implementing ideas that make sense in the increasingly diverse total market. This allows Toyota to:
- Unify messaging
- Increase its media impact
- Leverage combined creativity and cultural sensibilities through focused agency teams
- Connect with customers in the right way
Integration of agency marketing efforts has begun and will be operational when Toyota begins its 2015 fiscal year, on April 1, 2014.
“Toyota’s new marketing model represents another step in our efforts to meet the changing needs of the US marketplace,” said Jack Hollis, Vice President of Marketing, Toyota Motor Sales, U.S.A., Inc. “In the past, our multicultural agencies have operated separately. Bringing the teams together will help Toyota maintain brand leadership and connect with consumers in ways most relevant to them.”
