New ad drive for one of SA’s most iconic accounts
Toyota shortlists competing agencies based on strict criteria, including broad-based BEE and a current client portfolio
Arguably one of SA’s most iconic advertising accounts, Toyota, is out to pitch and six agencies are in the running. The business is worth more than R245m/year and has been with the FCB agency for 50 years. Toyota vice-president for marketing Glenn Crompton says the account is out to ensure corporate compliance. The car maker’s SA operation has undertaken a process to review all major suppliers to align with procurement requirements, as well as broader transformation goals. He describes the current relationship as very good, and one that is measured continuously. Crompton says a number of agencies were initially asked to submit company profiles and a shortlist was created based on strict criteria, including broad-based BEE and a current client portfolio. Crompton notes: "The nature of the relationship between Toyota and FCB over the years has been instrumental to the success of the partnership. Toyota and FCB have an excellent working relationship, and operate as business partners wi...
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