Toyota Announces Burrell Communications As African-American AOR.

Toyota Motor Sales (TMS), USA, Inc. announced the selection of Burrell Communications Group as its first-ever national African American advertising agency. Burrell joins Saatchi & Saatchi, Oasis, and Hispanic agency Conill Advertising, in providing TMS with a wide range of advertising expertise.

“The addition of Burrell to our family of advertising agencies gives Toyota an important edge in the race to communicate with an ever-increasingly diverse consumer,” said TMS Executive Vice President and Chief Operating Officer, James Press. “The naming of this agency fulfills an important objective in our recently announced 21st Century Diversity Strategy, as well as represents an important maneuver in our overall approach to marketing and advertising.”

“Toyota recognizes that changes in the marketplace are not happening tomorrow, change is taking place today, and that includes a consumer that is ethnically diverse and fiscally selective,” said Burrell. “Our agency is proud to have been awarded the opportunity to properly position Toyota’s quality products with a diverse consumer base.”

Burrell Communications Group and TMS will begin immediate evaluation and in-depth research into innovative avenues for effective communication with African American automobile buyers.

“We conducted a lengthy and exhaustive search in order to find an agency with the right combination of experience, expertise and talent,” said Steve Sturm, TMS vice president, marketing. “Burrell Communications has a proven track record, as well as the resources necessary to service Toyota’s vast product line.”

The search for an African American advertising agency began in June of this year with an initial “Request for Information” sent to 22 agencies across the United States. The candidates were later narrowed to six finalists, all of whom made strong presentations at TMS headquarters in Torrance, California.