Lexus moves creative account to M&C Saatchi
Lexus has handed its creative account to M&C Saatchi in a pitch which sees the agency win the account from incumbents Saatchi & Saatchi and Oddfellows.
The appointment follows on from independent agency TMS retaining media duties for Lexus’ dealers.
Lexus Australia chief executive Sean Hanley said the appointment of M&C Saatchi will assist in preparing the luxury brand for growth in the coming years.
“As Lexus enters its 25th year in Australia, the time has come for us to focus on building an even stronger identity,” he said.
“Via the recently formed Lexus International business arm, our engineers and designers have been working tirelessly to deliver vehicles that are uniquely Lexus – our role locally is to ensure that we align our marketing efforts with this product.
“The appointment of M&C Saatchi allows us to fully explore our own identity.”
It is good news for M&C Saatchi who have not held an automotive account since the closure of Opel, but sees a weakening of the ties between parent group Toyota and DentsuOdfellows, which handled the retail portion of the account, and Saatchi & Saatchi which had main creative duties.
Saatchi and Saatchi Australia CEO Michael Rebelo said: “Today we stand proud of our 25-year partnership with Lexus. We launched the brand into the Australian market, watched the business grow and most of all built some deep and genuine relationships with the people at Lexus. It’s a special brand that has an exciting future and we wish them the best.”
OddfellowsDentsu CEO Andrew Black said: “It has been a privilege to have been part of the development of the Lexus brand in Australia. While we are obviously disappointed not to be working with this great brand going forward, we wish them every success in the future.”
The agency were appointed to the Opel account in May 2012 to help with the brand’s launch into Australia however Opel its operations in Australia in August 2013 after finding the small car market in Australia too competitive.
Last month M&C Saatchi won back the NRMA Insurance account following a competitive pitch which saw incumbent Whybin/TBWA drop out of the process at an early stage.
M&C have hired raft of new talent in recent months including planner Justin Graham from Droga5, Ben Cooper from The Monkeys as head of innovation and Mim Haysom as managing partner to lead the agency’s relationship on the Commonwealth Bank account.
M&C Saatchi Australasian CEO Jaimes Leggett said: “Lexus is an iconic brand with a brilliant product. We’re excited and humbled by this opportunity to partner with them.”
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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