SAATCHI PICKS UP TOYOTA'S PRIUS ACCOUNT

Had Split $20 Million Account With Dentsu's Oasis

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DETROIT (AdAge.com) --- Toyota Motor Corp. in Tokyo awarded its global account for the Prius hybrid-engine car to Publicis Groupe's Saatchi & Saatchi network, according to an executive from an agency that took part in a three-way shoot-out.

A spokeswoman for Toyota Motor Sales USA

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said the decision was made in Tokyo but no announcement has been made yet. Saatchi New York CEO Scott Gilbert said he had no comment.

Roster shops
Saatchi bested Dentsu, which pitched with Oasis Advertising, and Delphys, Toyota's in-house agency in Japan. The New York office of Dentu's Oasis has worked on the account since Prius' U.S. launch three years ago. Oasis had split the car's $20 million U.S. account with Saatchi & Saatchi, Los Angeles.

Toyota Motor Sales USA launches the second-generation, 2004-model Prius this fall. When unveiling the car last week at the New York Auto Show, the marketer described it as bigger, better and more powerful than its predecessor. Hybrid cars feature gas-and-electric-powered engines.

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