Cash-Back Incentives

Call it an internal promotion, or a sly way of further ingratiating an agency with its biggest global client. One thing is certain: Saatchi & Saatchi is putting its money where its mouth is in its effort to defend the Toyota Camry’s position as the top-selling car in the U.S.
During the month of December, Saatchi staffers in North America will receive $100 in cash from the agency if they buy or lease a new Camry sedan. The offer is also open to all employees of its Zenith Media unit.
The incentive is the brainchild of Scott Gilbert, chief executive of Toyota agency Saatchi & Saatchi Los Angeles. The shop is alerting thousands of staffers to the deal via stickers on their paychecks.
The program is part of chief executive Kevin Roberts’ strategy to keep “permanently infatuated clients,” said Gilbert. “It’s a nice way to reinforce that we support our clients,” he added.
After beating the Honda Accord and Ford Taurus in annual sales for the first time last year, the Camry is once again in the lead for 1998, according to industry reports.
–Michael McCarthy