Toyota appoints Latin American Saatchi agency

Published on .

BUENOS AIRES -- Argentine ad agency, Lautrec Nazca Saatchi & Saatchi, has won Toyota's local account, estimated to be worth $4m.

The Japanese car maker plans to invest $400m in Argentina to build a production plant and establish a network of concessions throughout the country. The plant, which will manufacture trucks, will supply not only Argentina but the entire Southern Common Market - the customs union made up of Brazil, Uruguay, Paraguay and Argentina.

The agency, Argentina's seventh largest with 1995 billings of $54m, will develop a communications strategy aimed at establishing Toyota's corporative image based on technology, quality and customer satisfaction.

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Copyright November 1996, Crain Communications Inc.

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