Toyota Europe starts agency hunt

Toyota Motor Europe is looking for a new agency to handle pan-European tasks. The move has created an opportunity to squeeze onto the car maker’s lucrative advertising roster.

The Brussels-based Toyota office has been talking to agencies about a place on the roster that is initially likely to carry a retainer. Whether it will also carry a sizeable fixed budget is unclear.

Toyota GB marketing director Mike Moran says: “Toyota Motor Europe is keen to have its own ad agency. It has been going through a process to find that agency.”

The new agency will report to and service Toyota Motor Europe, a task that until now has been handled on an informal basis by Saatchi & Saatchi. It will work alongside agencies in Toyota’s key markets and participate in the Toyota Advertising Network, which offers roster agencies the chance to pitch for each pan-European launch of a new model.

Under the existing regime, agencies from key markets must present ideas to each other before selecting the best four and taking them to Toyota’s marketing board.

Last year, this resulted in Saatchi, Toyota GB’s agency, landing the estimated £70m pan-European launch of the Yaris.

The Brussels office of Toyota’s luxury car marque Lexus was also toying with appointing its own agencies last year. It went as far as employing a consultant to investigate putting together a pitch list. So far, nothing has come of the plans.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here