Toyota Assigns Full Range to Saatchi & Saatchi Italy

Milan - As 2011 begins, Saatchi & Saatchi Italy further strengthens its partnership with one of its most important customers, Toyota Motor Italy, which has decided to assign all its communication for the entire range of models to the agency.

In Italy, the relationship between Saatchi & Saatchi and the Japanese automaker began last April, and included the communication for the iQ, Auris, Auris Hybrid, Prius, Avensis rages; brand campaigns; car campaigns; promotional campaigns; dealer campaigns; marketing and after-sales services and all digital communications.

During this first year the agency has made several important campaigns that marked a sharp change in course regarding the language and style for the automaker: from the launch of the new Auris hybrid, the renewal of the iQ positioning to the full-range promotional campaigns and the corporate campaign "Your Toyota is my Toyota."

The agency has also created some International campaigns for Toyota Motor Europe, such as the Toyota Aygo Connect campaign and the latest Toyota Yaris Runout planned in France and Germany.

All this has meant that the assessment of the work of Saatchi & Saatchi Italy was, after less than a year of working together, the most satisfactory in Europe.

Starting from today, the collaboration will be extended to the Aygo brand, the SUV range (RAV4, Landcruiser and Urban Cruiser) and especially Yaris, which has always represented the center of gravity for TMI's business and communications and will see the launch of it's next-generation model at the end of the year.

Giuseppe Caiazza (pictured), CEO of Saatchi & Saatchi Italy and Managing Director of Toyota Automotive Business to Saatchi & Saatchi EMEA said: "It gives me great satisfaction to see that the work and commitment of the Italian agency is rewarded with these new assignments, further strengthening the decade-long partnership between Toyota and S&S at the European level and confirm the value of the Italian team - led by Mariarosa Musto - which manages to distinguish itself not only at home but also abroad."


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