TORRANCE, CA: Toyota has created an integrated marketing model called Total Toyota that brings together its agency partners to engage a more diverse US population.
The agencies in the new group will maintain their separate contracts and relationships with Toyota, but they will collaborate to reach the general market using insights learned from multicultural marketing, said Jack Hollis, VP of marketing at Toyota Motor Sales.
The company developed Total Toyota, or T2, as a way to take a leadership position in the automotive industry and respond to the diverse US population and changing marketplace, Hollis explained. Eighty-eight percent of future population growth will be from multicultural consumers by 2030, according to US Census data.
Publicis Groupe's Saatchi & Saatchi Los Angeles, which has served as Toyota's advertising AOR for more than 20 years, will lead the efforts behind T2. Other agency partners in the umbrella unit will include Publicis firms Burrell Communications, which manages outreach to African Americans; Conill Advertising, which focuses on Hispanics; and Zenith, which handles broadcast and out-of-home media buying. Independent firm InterTrend Communications, which focuses on Asian-American consumers, will also be part of the group.
Toyota's in-house multicultural marketing team will become integrated across all product marketing teams.
“I want to see more multicultural influence into our general market advertising in all forms and all platforms,” Hollis said.
Toyota's communications department and PR agency partners are “going to work in lock-step with [Hollis] and his team to get behind this total market approach,” said Steven Curtis, corporate manager of corporate communications at Toyota Motor North America.
The automaker first announced the new marketing model to its Toyota Motor Sales associates and then to its agency partners, said Hollis.
Toyota works with a number of PR agencies in the US, such as Shift Communications in the Northeast, Jackson Spalding in the Southeast, and Allison+Partners for the Northwest region, which includes Northern California, Washington State, Oregon, Montana, and Alaska.
For Toyota Motor Sales, GolinHarris works on corporate efforts, motor sports, and product communications.