(Source: AdAge)

Toyota says the so-called multicultural consumer is the new mainstream, not a niche.

To do a better job marketing to these consumers, Toyota will announce today it’s aligning its disparate multicultural marketing agencies into a new team dubbed “Total Toyota” or T2.

Toyota’s longtime ad agency, Publicis Groupe’s Saatchi & Saatchi Los Angeles, will take the lead on T2, according to Jack Hollis, VP-marketing for Toyota Motor Sales USA in Torrance, Calif.

Linking up with Saatchi will be three sibling Publicis Groupe shops that already handle multicultural marketing duties for Toyota: Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (broadcast and out-of-home media buying). InterTrend Communications, which specializes in Asian-American marketing, will also be part of the group.

T2 will become operational with the start of Toyota’s new fiscal year on April 1, 2014.

Said Mr. Hollis: “The [agencies] stay the same. They’re just now going to be working more as one team. There’s no merger, no acquisition, nothing like that. It’s still four separate entities. But working as one — for the total market.”

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