Toyota Australia parts ways with Dentsu Creative, Saatchi & Saatchi expands remit
Toyota Australia has handed its retail and value chain communications account to Publicis Groupe’s Saatchi & Saatchi, expanding its remit across the brand’s portfolio.
Saatchi & Saatchi has nabbed the retail creative account from the incumbent Dentsu Creative, who held it since 2014, after the holdco acquired indie agency, and Toyota’s creative agency partner at the time, Oddfellows. Known then as OddfellowsDentsu, its first ad for Toyota launched in March, 2014.
A Toyota spokesperson told Mumbrella: “Toyota Australia has appointed Saatchi & Saatchi to take on its retail and value chain communications portfolio. Saatchi & Saatchi and Toyota Australia have a long-standing partnership and this appointment will expand their existing responsibilities.
“This decision has been made following an extensive, standard agency review process, which aims to support Toyota Australia’s future marketing priorities. We look forward to developing innovative customer-focused solutions in the value chain and retail space.
“We would like to take the opportunity to sincerely thank Dentsu Creative for their dedicated support and contribution to Toyota over the years.”
Saatchi & Saatchi will be responsible for brand, retail, value chain, and select product communications, according to Toyota.
“Toyota has been a valued partner for over 40 years, and we are honoured to have this opportunity to build upon our enduring relationship,” Michael Rebelo, Publicis Groupe ANZ’s CEO, said in a statement to Mumbrella.
“In bringing together our expertise in marketing transformation and Toyota’s focus on innovation, we’re excited to extend the power of our connected capabilities across creative, content and data to drive Toyota’s retail and value chain business.”
In 2021, Toyota handed its media and creative accounts to Publicis Groupe, with Spark Foundry managing media and Saatchi & Saatchi retaining brand and select product portfolios. Independent agency HERO was also added to the roster for select product portfolios. Mumbrella understands HERO’s relationships remains unchanged.
Earlier this year, creative agency R/GA retained the automotive brand’s digital marketing account, working across experience design, SEO, data and platform management, product launches, campaigns and brand narratives. The partnership dates back to 2016.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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How’s the ‘Never before’ going ?
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Despite happily working elsewhere now, this is getting very concerning. The outcomes of too few left is now far too apparent. Dentsu is completely un-competitive. This almost terminal decline saddens me but more importantly removes genuine competition from the market and removes much needed industry development options for future agency employees.
When will Dentsu invest in product/people instead of removing all IP, talent and community.
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Just in time for another round of redundancies before EOFY.
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Patricio De Matteis has a right Muddle on his hands!
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Why did Toyota speed out of Dentsu’s building? Because the agency’s C-suite took the wheel and drove performance over a cliff.
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How ’bout them well-earned Dentsu APAC c-suite year end bonuses, eh!
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