The decision to award the brief to Saatchis was made on the back of the agency’s existing relationship with the automotive manufacturer, according to Saatchis Beijing chief executive officer, Charles Sampson, who said: “Basically we’ve been tasked with giving Lexus a little more visibility through the individual dealers. The creative work will contain elements of of the thematic platform, but it will be localised for dealers across China.”
It’s believed that both dealers in China and Lexus will begin contributing to a special advertising fund, with contributions to the fund based on Lexus sales on the mainland.