Canadian Toyota dealers move account

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TORONTO--The Ontario Toyota Dealers Association has moved its $11 million advertising account from Toyota Canada's agency of record, Saatchi & Saatchi, to Gee Jeffery & Partners. Both agencies are based in Toronto. Saatchi will continue to work on Toyota Canada's national advertising account for the Toyota brand, while Toronto-based Dentsu-Cadence will continue to handle advertising for the Lexus and sport-utility divisions of Toyota.

Gary Brownlie, president of the Toronto Toyota Dealers Association, says the Toronto area dealers, along with a total of 69 dealers in Ontario, thought it was time to take a look at another agency after a 12-year history with Saatchi & Saatchi.

Mr. Brownlie says the move was not unusual in that other provincial Toyota Dealers Associations have also chosen to work with other local agencies in their area.

Copyright March 1999, Crain Communications Inc.

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