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Perfect Sturm For New Toyota Marketing

Ad Age, Friday, January 5, 2007 11:30 AM

As part of a mission to expand its already-hefty presence in the U.S. market, Toyota North America has reorganized corporate advertising duties and created two new positions. The move, which comes shortly after the Japanese carmaker passed DaimlerChrysler to nab the No. 3 slot here, is part of a global mantra of "kaizen," continuous improvement.

Steve Sturm takes the post of group vice president-strategic research, planning and corporate communications and will be responsible for corporate advertising, marketing communications, media, corporate strategy and planning, along with strategic and image research.

Sturm says that key to his new job is "how we play to the American public" by developing the best messaging. He'll examine Toyota's strengths and weaknesses to fashion the right approach.

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