Toyota Motor Sales has awarded creative duties on its estimated $50 million global Prius account to Publicis’ Saatchi & Saatchi, the agency confirmed. Saatchi bested Tokyo-based Dentsu and Delphys, an in-house Toyota marketing operation, for the win. The Prius account will be led by Saatchi’s office in Torrance, Calif., which handles media planning for the brand, with other offices assisting.
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