The pitch was called to bring greater consistency to Toyota's advertising, and to challenge a perception that Toyota is a "safe and reliable - but boring - brand," according to one source.
"Dentsu was awarded the account as they were able to develop a series of print ads with a clearly focused model-specific identity," said Tony Tan, the recently appointed chief marketing officer of Inchcape-Borneo Motors.
"Dentsu was awarded the account as they were able to develop a series of print ads with a clearly focused model-specific identity," said Tony Tan, the recently appointed chief marketing officer of Inchcape-Borneo Motors.
"These individual model executions successfully reinforced the core brand identity," he added.
Saatchi & Saatchi retained Lexus, Toyota's premium marque.
Toyota's marketing ambitions for 2008 are to "reinforce the DNA of the Toyota brand, and to add the X-factor to engage customers emotionally," revealed Tan.
