LOS ANGELES: Toyota Motor Sales has launched a nationwide search
for a full-service PR firm to assist with several upcoming special
According to national public affairs director Joe Tetherow, who is
working with Southern California consultant Jerry Swerling on the
review, Toyota has narrowed its focus to strong consumer-oriented firms
with Southern California operations.
While Tetherow would not disclose names of firms that had received RFPs,
it is widely believed that both Golin/Harris and Stoorza have made the
shortlist - Golin because of its past experience with DaimlerChrysler
and strong Los Angeles consumer team, and Stoorza because it made the
finals of the Hyundai pitch, another recent review run by Swerling.
Other likely candidates with substantial Los Angeles operations, such as
Edelman Worldwide, Hill & Knowlton and Ketchum, were all ruled out due
to client conflicts - Nissan, Mazda and Hyundai respectively. BSMG,
which received Toyota's initial RFP, has not made it to the final stage
of the review.
Tetherow did not disclose any specifics about why Toyota had decided to
enlist a national agency for the first time. 'The company has grown, and
there are some opportunities we want to take advantage of in the
future,' he said. A final decision is expected by early June.