M&C Saatchi drives away with Lexus

M&C Saatchi has won full creative and retail duties on prestige car brand Lexus following a pitch.

The win sees M&C Saatchi fulfil the role of lead agency – bringing together all of Lexus’ rostered agencies – to ensure clear and consistent messaging across all communication channels.

The move ends incumbents, Saatchi & Saatchi (creative) and Oddfellows Dentsu’s (retail) 25-year hold on the Lexus account, one the two agencies have had since the high-end marque was launched in Australia.

Lexus Australia Chief Executive, Sean Hanley, said the appointment of M&C Saatchi would assist in preparing the luxury brand for growth in the coming years.

“As Lexus enters its 25th year in Australia, the time has come for us to focus on building an even stronger identity.
“Via the recently formed Lexus International business arm, our engineers and designers have been working tirelessly to deliver vehicles that are uniquely Lexus – our role locally is to ensure that we align our marketing efforts with this product.
“The appointment of M&C Saatchi allows us to fully explore our own identity.”

M&C Saatchi Australasian CEO, Jaimes Leggett said: “Lexus is an iconic brand with a brilliant product. We’re excited and humbled by this opportunity to partner with them”.

The win continues a golden period for M&C Saatchi, following hot on the heels of its April appointment to NRMA, SGIO and SGIC, Australia’s largest insurance group, an account it wrestled off Whybin TBWA.

In recent months, M&C Saatchi has hired a raft of market-leading talent, including Chief Strategy Officer, Justin Graham from Droga5, Group Innovation Director, Ben Cooper from the Monkeys and Mim Haysom from Whybins as Managing Partner to lead the agency’s relationship on the CommBank account.

On the work front, M&C Saatchi has just gone live with Clever Buoy, an R&D collaboration between it, Optus and Google, that has led to a product that uses world-first shark detection technologies.

The project arose from a brief by Optus to showcase the power of its mobile network.