Toyota is creating a unified diversity market and media structure to address the fact that with a couple of decades Spanish-first demographics and those that identify as non-white will grow faster than any other.
Conill Advertising, Burrell Communications, and InterTrend Communications, have handled Hispanic, African American and Asian American markets, respectively, for Toyota. Now, Toyota, which leads all automakers among Hispanic, African American and Asian American markets, is the agencies together in a plan called T2 (Total Toyota.)
The Torrance, Calif.-based Toyota Motor Sales says the agencies will in no way will cease to serve as autonomous agencies under Toyota's accounts, but that the new structure will allow for a lot more collaboration. Toyota's agency of record for the past two decades, Publicis' Saatchi & Saatchi, will oversee the multi-agency structure, per the company.