TOYOTA TAPS SAATCHI IN ARGENTINA;AUTOMAKER GEARS UP IN MARKET; PICKUP CAMPAIGN SET FOR MARCH

By Published on .

Toyota Motor Corp. is gearing up for expansion in Argentina with the November awarding of its $7 million account there to Nazca Saatchi & Saatchi, Buenos Aires.

Next March, the agency will break its first Toyota campaign, an effort for the Hilux pickup truck.

"We are working on it now," said Pablo Del Campo, creative director at Nazca Saatchi, adding that budgets and goals are being finalized.

The Saatchi agency beat two other Argentine shops in the review. Graffiti D'Arcy Masius Benton & Bowles previously handled.

Saatchi also is angling to pick up the Toyota account in Brazil, Mr. Del Campo said. That account is currently handled by Fisher & Justus, Sao Paulo.

AGENCY `KNOWS TOYOTA'

"Nazca Saatchi & Saatchi knows the Toyota way because [Saatchi agencies] handle the account in many of Toyota's markets. They also have international experience because they handled Renault in Argentina for several years," said Diego Pizzichini, advertising and promotion manager at Toyota offices in Buenos Aires. The Saatchi shop resigned the Renault account earlier this year.

"Toyota has been like a baby company" in Argentina, Mr. Pizzichini said. "Up until the end of last year, Toyota had a dealer/distributor here, but it took control of the company and is now in the first stage of development."

PLANT TO OPEN

The new campaign will follow opening of an Argentine plant this December for the Hilux, which faces competition from Ford Motor Co. and General Motors Corp. Local production will allow Toyota to bypass import limits that have contained its volume to only 3,500 vehicles in Argentina.

With localized manufacturing, Toyota also will be able to sell vehicles throughout Brazil, Argentina, Paraguay, Uruguay and Chile without paying tariffs.

In this article:
Most Popular