Toyota picks creative agency for regional brand campaign

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Toyota Motor Asia Pacific has picked creative agency Virtue APAC to create a regional integrated brand campaign as it looks towards becoming a modern, progressive mobility platform of the future.

Virtue APAC was selected following a four-way pitch. As lead agency, Virtue APAC will manage strategy, creative, production and distribution of the campaign, which will span across launch activation, regional brand assets, and a cultural programme centered on social, content and communities, it said in a statement.

It added that Toyota is expected to launch its "Move Your World" regional brand campaign in the first half of 2024 across the Asia markets.

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“Toyota is moving towards becoming a mobility company that provides cutting-edge solutions for transportation in the future with the use of technology," said Jaja Ishibashi, general manager, Toyota Motor Asia Pacific. "As part of that, we want to also be able to establish a brand that is associated with movement, excitement and experiences that are relevant to both the present and the future," he said.

Ishibashi also explained that Virtue APAC was appointed because of its aptitude at navigating and positioning businesses inside culture and that it offered a "novel and forward-thinking perspective" aligned with its own.

“Asia is the most dynamic and optimistic region in the world and Virtue is honoured to have been entrusted to share Toyota’s ‘Move Your World’ story - drawing on our extensive capabilities to help brands find an authentic role and voice at the epicentre of culture - to position Toyota for future success with audiences across the region,” added Lesley John, managing director at Virtue APAC.

Aside from Toyota, some of Virtue APAC's other clients inclide The Coca-Cola Company, Diageo and Shiseido across offices in Singapore and India.

The news comes shortly after Virtue APAC named Martin Soendergaard as its new executive creative director (ECD) as it continues to grow its creative team in Asia. Soendergaard oversees and guides the agency's entire creative output across its offices in Singapore and India.

He is also charged with growing and developing a team of creatives working across global and regional clients such as Coca-Cola, Diageo, and Shiseido. Soendergaard currently report to Lesley John, managing director of Virtue APAC.

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