Publicis wins Toyota

Chris Pash
By Chris Pash | 24 March 2021

The Toyota media account has gone to Publicis Groupe, according to industry insiders.

Toyota Australia has been reviewing its media agency account, previously held by independent The Media Store, since the start of 2020.

Saatchi & Saatchi will continue for brand and select product portfolios.

BWM Dentsu will continue to lead retail and Hero has also been appointed for select product portfolios.

Publicis Media's Spark Foundry has been appointed the media strategic planning and buying services agency for Toyota and Lexus.

“The automotive industry is undergoing a once-in-a-century transformation that will require innovative customer-focused solutions through next-generation vehicles, services and communications," says Toyota Australia’s vice president of sales and marketing, Sean Hanley.

“Our new specialist agency partners are best positioned to support us with innovative marketing as we enter this new exciting era."

Hanley paid tribute to the incumbent media agency, “The Media Store (TMS) has been a trusted partner for over two decades and has made a great contribution to Toyota Australia. The agency has helped build our brand to where it is today. This decision was particularly difficult and we sincerely thank TMS for their service and support.”

Stephen Leeds, TMS CEO: "The team at The Media Store is incredibly proud of our work with Toyota spanning more than two decades – you don’t hear of such incredible tenures these days.

"We’ve supported the client to become a market leader and retain that position, through an always on client-first approach, continuous improvements, bespoke processes, transparency and innovation – it’s what has made TMS famous.

"It is a sad day for TMS, but an opportunity for a fresh start and new beginnings. We wish the Toyota team every success and will effect a smooth and collaborative lengthy transition process." 

The total automotive category ad spend is around $650 million a year, according to Nielsen.

Toyota, including Lexus, had a reported $69 million in estimated media spend in the year to November 2019.

Publicis, contacted for comment, referred enquiries to Toyota. 



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