GS69

Toyota to Move All Marketing in House

Toyota, the world’s largest automaker, has caused quite a frenzy among its advertising agencies, announcing a plan to bring its global marketing efforts in-house. Under the new plan, Toyota will bring all marketing in-house by January 1.

According to Toyota’s outline, it will establish two new in-house marketing companies – one to handle Japanese marketing and another to handle global marketing efforts. No names have been chosen for the new companies, but Toyota says they will be up and running by January 1, 2009. Each company will employ 100 to 150 people, according to Automotive News.

Toyota’s shift to in-house marketing follows in the footsteps of Korean automaker Hyundai. Hyundai recently moved its marketing to in-house division Innocean, firing U.S.-based ad firm Goodby, Silverstein & Partners.

As one would expect, the announcement sent shockwaves through Toyota’s ad agencies. Although no specific agencies were named in the statement, there is a strong possibility that current partners could be shelved. Toyota is now working damage control on the situation, saying “reports that all agencies will be fired and the all the work brought in-house are totally off base.” It remains to be seen which scenario will play out, but we expect to hear more on the subject as we near the first of the year.

PhilipMSPT

iTrader: (5)

I think marketing should be done by various companies.

That way, concepts and ideas are presented with a fresh attitude and out-of-the-box perspective.

Also, there should be greater marketing distinction separating Toyota and Lexus, especially when a handful of people still think that a Lexus is a gussied up Toyota.

MPLexus301

iTrader: (3)

I hope Lexus doesn't let Team One go...

The G Man

Not sure why Toyota and lexus choose to do this except for the obvious reason of cost cutting. Marketing have always been one of the strongest aspect of Toyota and Lexus, if it arent broken, dont fix it as the old saying goes.

STIG

jan 1 2009?

GS69

They have since removed the 2009 from the date when I copied & pasted the article so I assume that they meant 2010 but briefly got it wrong & have fixed it.

Byprodrive

iTrader: (1)

Satchi & Satchi was Toyota's ad agency forever I assume they still are for now

IS-SV

I'm going to make a guess that they know what they are doing.

mmarshall

Aren't they now a little late?

IS-SV

Yes, see above regarding correction.

mmarshall

There's two sides to that equation. True, the company didn't get to be #1 in the auto business out of nowhere, but if they were THAT smart, marketing or not, they wouldn't have let the build quality of the second-generation Tundra, present-generation Camry, and a couple of newer Lexus models drop the way they did.

mmarshall

Thanks. I sometimes need to learn to scan the posts a little more carefully

IS-SV

Exactly (which has nothing to do with Marketing) why they need to focus on product, including quality. Fortunately they still have a leadership position that shouldn't be taken for granted. And Lexus quality compared to its real (German) competition is top shelf. The other leading premium car makers such as Mercedes, BMW, Audi wish they hit Lexus quality at this stage of the game.

I8ABMR

damn they are shaking things up a bit at Toyota

LexFather

A move to save money....Toyota marketing does nothing for me. Team One used to be a sure bet with LExus but recently the ads are hit or miss.

Their hybrid advertising for Lexus has been horrid (if they are responsible).