Toyota Vios appoints M&C Saatchi as lead creative agency

Toyota has appointed M&C Saatchi Kuala Lampur as its creative agency for its Vios line, spanning ATL, BTL, digital and experiential.

The brand’s ‘Defy expectations’ campaign kicked off on 20 March 2023 with a media launch followed by film, print, digital and OOH presence.

The campaign seeks to target the psyche of those wanting to defy norms, labels and stereotypes with a car that reflects the same.

Nisha Devina Roy, managing director of M&C Saatchi KL said that the Vios legacy meant that they had to ‘defy expectations’ as the new agency in the Toyota roster. “But truth be told, we were fuelled by the passion of the clients themselves. It was truly collaborative partnership in every sense,” she added.

Don't miss: M&C Saatchi Performance names APAC managing partner and SG country director

Meanwhile, Nicky Lim, UMW Toyota general manager of marketing echoed a similar sentiment that M&C Saatchi defied the brief and challenged the Toyota team constructively.

“We expect our partners to continue to challenge us so that brand Toyota will be the eventual beneficiary.  It’s the kind of proactive relationship we wanted,” he explained.

According to a statement to the press, M&C Saatchi underwent a transformation over the past year – from new additions to the management team and new offerings that led to a string of wins including Sime Darby Property, Hong Leong Bank and Sephora.

Roy stepped into her newly created role of MD in June 2022. She oversaw M&C Saatchi's portfolio of clients ranging from Celcom, BOHTea, Ford and Etika to name a few. Roy was formerly regional head of integrated strategy and content at GrowthOps and was previously with the agency for three years. According to her LinkedIn, she has also worked at Havas Group Vietnam, APD, and Naga DDB. Roy brings with her 14 years of extensive experience ranging across a variety of industries from telco, banking, FMCG, and automotive.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/

Related articles:
DFI Retail Group hands group-wide 3-year social contract to M&C Saatchi
M&C Saatchi Malaysia appoints Nisha Devina Roy as MD
Beam Suntory extends digital partnership with M&C Saatchi Performance