Toyota Looks for Buzz

LOS ANGELES In the latest attempt by major marketers to crack the code of reaching young men who don’t watch TV, Toyota is talking to three shops about an estimated $10 million “buzz marketing” effort aimed at 18- to 34-year-old males.

The contenders include Publicis Groupe’s Saatchi & Saatchi in Torrance, Calif., Toyota’s lead agency, and Publicis & Hal Riney in San Francisco; and independent Ground Zero in Marina del Rey, Calif., which is partnering with Dentsu for the pitch, sources said.

The winning shop will be charged with developing nontraditional ideas for several upcoming Toyota products, notably the Tacoma pickup launching in the fall.