NEW AGENCY GETS SOME TOYOTA BUSINESS
By Adnews Staff
Dentsu Cadence Advertising has a foot in the door with Toyota Canada. The Toronto agency will be making ads for trucks, to run in the spring. Because Dentsu is a major agency for the Toyota parent company in Japan, the car company's Canadian subsidiary gave the agency's new Canadian branch a hearing earlier this year when it came calling. Toyota executives were "intrigued" by what Dentsu proposed, advertising manager Chris Pappas told Adnews yesterday, and they decided to hire the agency to do advertising for commercial vehicles. This does not represent a large part of ad spending, which was $25.6 million in 1994, according to Nielsen Marketing Research estimates. This includes Lexus advertising which is done by SMW Advertising in Toronto. Saatchi & Saatchi Advertising in Toronto has had the account for Toyota vehicles for the past eight years. Saatchi is also Toyota's agency in the U.S. as well. Dentsu Cadence was formed in March this year as a joint venture of Dentsu Inc. of Japan and Cadence Communications of Montreal.