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Toyota's Scion has hired the Los Angeles office of WDCW to boost the brand's regional marketing efforts.
The move comes after a review that began last fall and was led by procurement executives at Scion. Dentsu's Attik in San Francisco remains Scion's lead agency in the U.S.
WDCW's efforts, supported by the agency's Seattle office, will focus on developing the brand's regional marketing across the U.S., initially via digital mediums, with radio expected to follow. While Attik has created some regional ads for Scion in the past, the latest assignment is aimed at creating a larger, dedicated regional marketing program.
The agency is developing a campaign for all of the brand's five models that will break in the spring, said WDCW executive creative director Court Crandall.
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