Zenith Media Wins Toyota’s Scion

LOS ANGELES Publicis Groupe’s Zenith Media has won media duties for Toyota Motor Sales USA’s soon-to-be-launched car model aimed at young drivers, the Scion, sources said.

Zenith, New York, is Toyota’s longtime media buyer and its sibling, Saatchi & Saatchi, Torrance, Calif., is the car maker’s lead creative agency. But the big shop did not get the business by default because Scion’s Gen-Y target is difficult to reach through traditional creative and media methods, and the car will compete in a market segment the Asian automakers are targeting most aggressively in the U.S.

In the media search, Zenith competed against four undisclosed co-finalists, according to sources.

Scion launches in June in California, with a national rollout planned for 2004.

Attik in San Francisco handles creative for Scion. Consultancy Albert & Associates, Redondo Beach, Calif., assisted Toyota in the media search.