Saatchi & Saatchi Wins Creative for Toyota Prius

LOS ANGELES Toyota Motor Sales has awarded creative duties on its estimated $50 million global Prius account to Publicis Groupe’s Saatchi & Saatchi, the agency confirmed.

Saatchi overcame Tokyo-based Dentsu and Delphys, an in-house Toyota marketing operation, for the win. Prius creative in the U.S. has been with Dentsu’s Oasis, New York.

The Prius account will be led by Saatchi’s office in Torrance, Calif., which already handles assignments for Toyota, with other agency offices assisting as needed. “A lot of offices will be touching it,” said Saatchi chief creative officer Steve Rabosky.

Media buying for the Prius is handled by Publicis’ Zenith Media, New York; media planning for the brand was already handled by Saatchi in Torrance prior to the shop’s victory in the creative competition.

Client representatives could not immediately be reached for comment.

The 2004 model Prius is set to launch in October.