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In terms of brand/agency creative collaboration, few partnerships in
2007 saw more done in more ways than that between Toyota and
Saatchi & Saatchi, Los Angeles. On executive creative director Harvey
Marco's watch the agency has made two documentary TV series—an
ode to off-roading called Two Roads to Baha and a look at Toyota's
NASCAR dreams in Chasing Sunday: The Race to the Cup. The agency
also crafted a photo essay book born out of work for the Toyota Tundra
called Working America, and an Xbox Arcade game based around the
Toyota Yaris. Add to that a streak of well-executed, creative efforts in
the more traditional spaces like TV spots ("Truck Summoner" is one
excellent example) and websites and Marco's got Saatchi, L.A. firing on
all cylinders. "Probably the most significant steps this company made
was to take down all the silo walls between digital and traditional, even
outside the creative department and looking at the entire company as a
creative company," says Marco. "That means that media has to be creative,
account management has to be creative, it's not just about the
creatives being creative. Everyone has to collectively approach their role
creatively. A big part of any of our successes is taking this diverse group
of people and putting them together with a common goal and I think
that keeps us on the right track."
On Saatchi, L.A.'s branded content projects in 2007: "We don't set out
to do those things for the sake of doing them.We're setting out to do
things that make connections with our consumers. In doing that you
can't look at something right away and say, 'This will be a TV approach
and this will be a digital approach and this will be a film approach.' It's
about finding the right approach for each."