WWAV loses £6m Toyota DM brief

Toyota UK has sacked WWAV Rapp Collins from its £6m direct marketing business, consolidating all of its below-the-line marketing budget with roster agency Miller Bainbridge.

Toyota UK has sacked WWAV Rapp Collins from its &£6m direct marketing business, consolidating all of its below-the-line marketing budget with roster agency Miller Bainbridge.

WWAV handled the car company’s customer acquisition activity while Miller Bainbridge was responsible for customer retention.

The decision to consolidate the business was taken by Toyota marketing director Paul Philpott after an internal review of the company’s customer relationship management. He says: “We want to meet the demands of potential customers, and the cold direct marketing that WWAV was doing was not the way to go about it. We have decided we will gain greater efficiency if we transfer our funds to Miller Bainbridge.”

The bulk of Toyota’s direct budget will now be spent on managing prospective customers by such means as arranging test drives and keeping up an active dialogue with them.

“We feel that through Miller Bainbridge we can fulfil the purpose of our above-the-line advertising,” adds Philpott. “We are also becoming more relationship driven.”

The decision to move the business ends a three-year relationship with WWAV. Last year the agency lost the &£1m direct marketing brief for Toyota’s luxury brand Lexus to Partners Andrews Aldridge.

Miller Bainbridge has worked on the Toyota account since 1998.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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