Toyota: Attik, Oasis nab Scion

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Toyota Motor Sales USA tapped independent Attik, San Francisco, and Dentsu's Oasis, New York, as its agency partners for the estimated $50 million launch of its Scion youth brand next summer.

Attik "embodies the thinking of our target" of 18-to-24-year-olds, said Brian Bolain, national manager, Scion. Oasis, which has handled the corporate account for Toyota Motor North America since 1993, "has an untapped creative potential" to do Internet work for Scion, he added. "We certainly expect a large number of our customers will come to us through the Internet."

The two agencies were among nine invited to pitch and survived a cut to four. Mr. Bolain declined to reveal other contenders, but said other partners will be hired as needed. Scion already works with Los Angeles-based urban music title Urb and its internal Rebel marketing team. Pre-launch activity will start this fall. Scion is expected to use grass-roots marketing.

"Don't expect to see a lot of national advertising from us," Mr. Bolain said.

Kevin George, Attik director of account services who will also head the Scion account, said the agency presented a campaign focused on youth lifestyles with the theme "Global Awareness." It's undecided if that will be the launch theme.

Oasis President Rand Pearsall said his shop presented creative for the pitch and is glad it won his agency the Web-site assignment. Oasis is considering adding staffers to its one-person West Coast office to service Scion.

contributing: alice z. cuneo

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