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Toyota Motor Sales USA is looking for an agency to market its youth-oriented cars using the Internet and a variety of other nontraditional means, sources said.
Saatchi & Saatchi, Torrance, Calif., which has handled the car maker’s account for nearly 25 years, is vying for the new assignment along with several undisclosed shops, according to sources. Saatchi & Saatchi CEO Scott Gilbert referred questions about the account to the client.
The automaker’s vp of marketing, Steve Sturm, would acknowledge only that the company is planning an announcement regarding its youth initiative in the “near term.”
The car maker’s decision to look beyond Saatchi comes amid reports of strained relations between the agency and the client.
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