Toyota embraces the changing face of the U.S. market

Anyone going into a Toyota dealership in the United States these days will see a diversity of clients buying vehicles: the multicultural customer is the one that prevails today.Over the past 20 years, Toyota has made a name for itself as the No. 1 brand in the Hispanic, African-American and Asian markets. To make sure that Toyota continues covering the needs of today’s changing market, the manufacturer is adopting a more cohesive marketing approach to paid, earned and owned media, bringing together agencies that were previously separate into a total market model called Total Toyota, or T2.Saatchi & Saatchi LA, Toyota’s ad agency for more than 20 years, has been given the leadership role in the new model, with four other agencies working closely with it: Burrell Communications (African-American), Conill Advertising (Hispanic), Zenith (media buyers on programs and outdoor) and InterTrend Communications, an independent agency focused on the Asian-American consumer.The new model uses Toyota’s words Let’s go places as it sets the pace in innovation, improves quality of life and engages consumers in new ways. T2 incorporates the best practices of other global industries and covers the spectrum of creative advertising and communications, unifying messages, optimizing impact in the media, making use of combined creativity and cultural relevance by means of combined agency teams focused on consumers and engaging them in the most efficient possible way.The integration of all aspects of marketing has begun and will be fully operational when Toyota begins its 2015 fiscal year on April 1, 2014.