Toyota drives Dentsu to open third S'pore office

<p>SINGAPORE: Japan's largest agency Dentsu Inc is establishing a </p><p>third Singapore office called Dentsu Asia after its client Toyota Motor </p><p>Asia-Pacific moved its marketing department from Japan to the city last </p><p>month, making it its regional marketing hub. </p><p><BR><BR> </p><p>Dentsu Asia is an administrative and account service office with 10 </p><p>employees headed by Noriyuki Shutti. </p><p><BR><BR> </p><p>It will liaise with Toyota and its other rostered agencies in the region </p><p>to assist them with regional campaigns. Dentsu Inc opened a third office </p><p>partly because Dentsu Y&R works for Land Rover, which could result in </p><p>client conflict. </p><p><BR><BR> </p><p>At the same time, it wants wholly-owned subsidiary Dentsu Singapore - </p><p>previously Dentsu Mandate - to focus on local rather than regional </p><p>business. </p><p><BR><BR> </p><p>Singapore has been Toyota's regional distribution hub since 1990. The </p><p>change happened because Toyota management in Singapore wanted to be </p><p>involved with marketing as well. </p><p><BR><BR> </p><p>Hiteaki Matsuki, vice-president of marketing for Toyota Motor </p><p>Asia-Pacific, said the company has about 15 marketing people in </p><p>Singapore responsible for Taiwan and Asean markets. </p><p><BR><BR> </p><p>Dentsu Asia is working on a project basis and has yet to negotiate a </p><p>retainer, said Hirofumi Fujise, general manager external affairs </p><p>atToyota Motor Asia-Pacific. </p><p><BR><BR> </p>