Toyota hands £2m corporate brochure brief to APL wing

Ammirati Puris Lintas-subsidiary Change Communications is understood to have won pan-European business worth &£2m from Toyota Motor Europe.

The Frankfurt-based company has secured the corporate brochure design account after a three-way pitch involving Saatchi & Saatchi and one other agency.

Last November, Change Communications (formerly known as Ammirati Puris Lintas, Frankfurt) won the $70m (&£43m) Toyota creative account in Germany. This business had been handled by FCA!BMZ, which had held the account for more than ten years.

This was a boost to APL, which lost the much smaller German Rover creative account in 1997, when the account moved to Gramm Auto.

APL holds the &£40m global Rover business, which is being reviewed. Saatchi & Saatchi, HHCL & Partners and WCRS are all part of the review.

Change Communications reports to Toyota Motor Europe, working alongside agencies in Toyota’s key markets and taking part in the Toyota Advertising network. This offers roster agencies the chance to pitch for each pan-European launch of a new model.

Within this network, agencies present ideas to each other before selecting the best four and taking them to Toyota’s marketing board.

Last year this resulted in Saatchi, which handles the &£30m UK account, landing the &£70m pan-European launch of Toyota’s Yaris.

The Brussels office of Toyota’s luxury car marque Lexus was also looking at appointing its own agencies last year. Nothing has come of the plans so far.


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