Toyota gives Saatchi $119M Paneuro Yaris launch

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LONDON--Saatchi & Saatchi, London,has scooped the $119 million account to launch Toyota's new small car, the Yaris, across Europe. The agency claims it beat six European rivals in a seven month-long pitch.

The Saatchi network already handles the Toyota account in North America, plus a number of European, Latin American and Asian markets. Toyota also works with Dentsu and Bates in Asia, and Grey in several European markets.

Saatchi works for Renault in Italy and Audi in Germany.

Creative for the Yaris will break in April 1999 across 17 countries, including Italy and Germany, though the local agencies will not be involved in the campaign.

The Yaris will debut with a single creative idea, but there will be two separate executions for Northern and Southern Europe. The car's launch will be Toyota's most important European initiative in 1999, according to Saatchi.

Copyright November 1998, Crain Communications Inc.

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