M&C Saatchi has won the Lexus brand and retail creative account, with incumbents Saatchi & Saatchi and Dentsu's Oddfellows bowing out.
The news comes 48 hours after media agency TMS retained the dealers business.
See the announcement below:
Lexus Australia has appointed M&C Saatchi to lead its brand and retail creative, effective July 1.
Under the new appointment, M&C Saatchi will fulfil the role of lead agency – bringing together all of Lexus’ rostered agencies to ensure clear and consistent messaging across all communication channels.
Lexus Australia chief executive Sean Hanley said the appointment of M&C Saatchi will assist in preparing the luxury brand for growth in the coming years.
“As Lexus enters its 25th year in Australia, the time has come for us to focus on building an even stronger identity.
“Via the recently formed Lexus International business arm, our engineers and designers have been working tirelessly to deliver vehicles that are uniquely Lexus – our role locally is to ensure that we align our marketing efforts with this product.
“The appointment of M&C Saatchi allows us to fully explore our own identity.” Mr Hanley said.
M&C Saatchi Australasian CEO Jaimes Leggett said: “Lexus is an iconic brand with a brilliant product. We're excited and humbled by this opportunity to partner with them.”
M&C Saatchi will take over creative responsibilities from Saatchi and Saatchi, while retail creative will move from OddfellowsDentsu.
Saatchi and Saatchi Australia CEO Michael Rebelo said: “Today we stand proud of our 25-year partnership with Lexus. We launched the brand into the Australian market, watched the business grow and most of all built some deep and genuine relationships with the people at Lexus. It's a special brand that has an exciting future and we wish them the best.”
OddfellowsDentsu CEO Andrew Black said: “It has been a privilege to have been part of the development of the Lexus brand in Australia. While we are obviously disappointed not to be working with this great brand going forward, we wish them every success in the future.”
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