EXCLUSIVE: Toyota has appointed Publicis in a full service capacity for the launch of its new Toyota 86 model rather than looking to its media agency TMS, with Publicis Media brought on board.
The wider Toyota account is handled by TMS, and while the media agency's business has not been diminished by the appointment, it will not handle any media duties relating to the new Toyota model.
Publicis Mojo will work on creative duties for the launch, while Publicis Media is working across media.
AdNews understands Toyota is testing out a new agency relationship model with the new launch. In addition, it is understood Public Media has developed a new go-to-market strategy which moves beyond traditional buying and selling, and is using the Toyota 86 launch as its inaugural case study.
Toyota was not available for comment at the time of writing, while Publicis declined to comment on the appointment. However, sources have confirmed Publicis Media has already been in discussions with media owners.
The Toyota 86 is a new sports car set to launch in Australia in the coming months. The car is actually a joint venture between Toyota and Subaru, with the engine developed by Subaru, but is being marketed as a Toyota product.
Toyota's rostered creative agencies are Publicis Mojo, Saatchi & Saatchi, Dentsu and Oddfellows.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.