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.