Toyota to Move Marketing In-House
#1
Lead Lap
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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.
#2
Cycle Savant
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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.
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.
#4
Lexus Test Driver
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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.
#6
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#11
Lexus Fanatic
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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.
#13
Lexus Fanatic
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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.