Steve Sturm, vice president of marketing at Toyota Division, said the agency bested one other unnamed finalist for the account.
Mr. Strum said Toyota gave six agencies a "small fee" to develop creative. Burrell was picked, he said, because it's a full-service agency, offering strong creative, strong media capabilites and a publicity department.
Gold tooth & Jesse Jackson
Saatchi had handled Toyota brand's African-American advertising. The agency came under fire in the spring for a promotional postcard that showed a smiling mouth with a gold tooth crown in the shape of Toyota's RAV4 sport. The Rev. Jesse Jackson and his Rainbow/Push Coalition called for a boycott of
Toyota pulled the postcards and started the review.
Toyota said earlier this year it would spend some $50 million annually to advertise to African Americans and Hispanics, of which Burrell will get a share. Mr. Sturm wouldn't reveal specific African-American spending plans, but said the first creative from Burrell could break in the first quarter.
Publicis Group's Saatchi & Saatchi Los Angeles, Torrance, handles Toyota in the U.S. and dozens of other markets abroad. Publicis holds a stake in Burrell.