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Dentsu unit wins Lexus in Europe

Published on .

Toyota Motor Europe appointed BLD Europe, Brussels, as lead agency for the estimated $40 million Lexus Europe account. BLD is a wholly owned subsidiary of Dentsu, Tokyo. Currently, a dozen agencies work on the Toyota and Lexus brands in Europe. Toyota is one of Saatchi & Saatchi's biggest clients internationally. Several agencies, including Saatchi, FCB Worldwide and Germany's Wensauer & Partner, pitched the account, agency insiders said. Lexus has been in Europe for about 10 years and is increasingly seen as a real alternative to traditional European luxury car brands. Marketing has been limited due to voluntary import restrictions.

Copyright May 2000, Crain Communications Inc.

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