ZENITH WINS TOYOTA SCION MEDIA ACCOUNT

Spending Could Reach $60 Million as Brand Begins Rollout

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DETROIT (AdAge.com) -- Toyota Motor Sales USA selected Publicis Groupe's Zenith Optimedia Group as the media agency for the Toyota division's new Scion sub-brand after a review, according to a well-placed executive who asked not to be named.

The review included an undisclosed number of agencies. The automaker began talking to agencies in November.

Brian Bolain, national manager overseeing marketing for Scion, is in Japan and unavailable for comment.

Nontraditional media
Annual media spending is

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expected to be as high as $60 million, though the automaker plans to use a lot of nontraditional media to reach its Gen Y target demographic, which is expected to account for 25% of all new vehicle sales by 2010. Mr. Bolain told Advertising Age magazine last month there will be spikes in traditional media use as Scion rolls out nationally.

Toyota will start selling two Scion models in June in California and expects to be national in June 2004. Scion's first two models will be priced under $16,000.

Zenith already handles Toyota and its sibling Lexus brands. Independent Attik, San Francisco, has Scion's creative account, and Dentsu's Oasis, New York, handles the online account.

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