T&P and Wunderman win Toyota GB digital and CRM pitch

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Toyota GB has appointed two agencies to lead its drive to ramp up digital and CRM support at the automotive business.

The company ran a competitive pitch process to expand its capabilities in digital communications direct to customers and across its key owned digital channel.

As a result Toyota GB has expanded its relationship with The & Partnership, which will now add CRM strategy, creative and design to its existing remit which includes advertising and media planning & buying. 

Working in collaboration with Wunderman, the combined T&P/Wunderman team won a competitive pitch against three other agencies. 

The team will be split between London and the on-site integrated agency based at Toyota GB HQ in Epsom, Surrey.

Digital role for WPP’s AKQA

As part of the review, WPP’s design agency AKQA, which already works with Toyota Motor Europe via its Amsterdam office, has also been hired to support Toyota GB on digital transformation and experience design.

“Our priority is to make the customer’s experience easy, connected and personal”, said Toyota GB Director of Communications and Product Andrew Cullis. 

“The focus of this process was preparation for the future as we pivot to become a mobility company, ensuring that we have consistency at every touch-point, leading to a seamless customer experience and giving our communications greater impact.”

The appointments of T&P and AKQA are an expansion of Toyota’s existing agency roster, which sees all existing agency relationships retained. 

“I’m confident that T&P and AKQA will help us to accelerate a prioritised roadmap for the changes we are making, and will make in the future”, Cullis added.

Nick Howarth, CEO The & Partnership Europe said: “CX and CRM are increasingly at the centre of the dedicated, new model agencies we’re building for clients. We’re excited about taking on that remit with Toyota, and expanding our partnership with Wunderman.”

Aivory Gaw, AKQA’s Exec Director, Growth said: “It’s an honour and privilege to continue to contribute to Toyota’s transformative journey. Through a progressive practice of relentless experimentation, we’re looking forward to helping Toyota deliver breakthrough value to their mobility customers as quickly as possible.”

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