Toyota appoints Red Agency to PR account
Japanese motor corporation Toyota has assigned Red Agency to its national lifestyle public relations and social media account following a large competitive pitch, Mumbrella understands.
Toyota pitched the account in November last year. At the time of the pitch One Green Bean, Haystac and Mercerbell were on the roster.
Mumbrella understands eight to 10 agencies, including One Green Bean and Edelman, were approached to take part in the pitch process – however it is unclear whether Haystac and Mercerbell also participated.
Other clients of Red Agency include Amazon Web Services, Cadbury, Heineken, Origin Energy, Moet-Hennessy, Fujitsu, Yahoo7, Coca-Cola and Destination NSW.
The agency has also recently been assigned to the Car Sales account on a project-by-project basis.
Wayne Gabriel, CMO at Toyota, said: “Red Agency stood out through-out the process. They have the right blend of skills, experience and passion to help us keep our place in Australia’s hearts and minds.
“We have some big plans for the brand with exciting new models and refreshes hitting the market over the next couple of years. We look forward to working with Red Agency and our other marketing partners to makethose future models a success.”
James Wright, CEO, Red Agency, said: “To bring on Toyota, Australia’s market leader in automotive, is huge for us. This is an exciting time for the agency and we look forward to working in partnership with Toyota to evolve their social and PR strategies, and deliver an integrated communications solution.”
Havas Worldwide’s Red Agency has been short-listed for nine out of the 27 categories at Mumbrella’s CommsCon Awards on March 30.
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Lots of luck with that. Toyota must have pitched that part of the account 10 times in 10 years. Plenty of suckers volunteer for the work and then find out it’s harder than it looks, it’s impossible to tie a sale to the work so the client looses interest by the second response to brief. Consumers buy cars every 7 years and when they are not buying have no interest. Every PR agency has promised to engage women but that’s not so easy because generally speaking women are not engaged with the process until they have to be.
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Can someone please explain to me what PR actually is?
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Hi Trevor. OGB have held the social media and consumer lifestyle PR account for six years. I’m not sure what areas of the business you’re referring to being pitched out ’10 times in 10 years’. All agencies OGB worked with on TMCA’s roster were the same for 4yrs at least.
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