ADVERTISING AGENCIES

Toyota ends the long-running relationship with its SA ad agency

By our News Team | 2022

Auto brand is moving from FCB after six decades to align its account globally through Publicis, which represents Toyota in other markets.

What must surely be one of the longest-running client-agency relationships on the African continent bas come to an end with the announcement that Toyota South Africa is ending its 60-year relationship with ad agency FCB.

Toyota has made the decision to align its account globally through Publicis, which also services Toyota in other markets including North America and Australia.

Advertising Agencies

The iconic Buddy the Boxer was a product of the Toyota-FCB relationship. Photo credit: FCB

FCB, which opened doors in 1926 as E Lindsay Smithers Advertising Agent with the Goodyear Tyre & Rubber Company as its first client, has partnered with Toyota since 1961 when it was appointed to launch Toyopet, the first Toyota model to be sold in the region. At the time the brand, and Japanese cars in general, were largely unknown and consumers tended to prefer automotive marques from Europe and North America. 

Since then, FCB and Toyota have notched up myriad successes throughout their partnership, both on the balance sheet and awards podiums.

Toyota Cross product was launched using augmented technology

Toyota’s achievements since 2020 include launching (using augmented technology) the Corolla Cross at a time when people were not going into dealerships due to Covid and before the vehicle was available to test drive. Despite this, it became the number one-selling car within a month.

It achieved 25% market share for 2021, effectively selling one out of every four vehicles in South Africa and notching up its 42nd consecutive year as sales leader. Toyota went on to post record sales in February 2022 (over 13 400 units) which took its local market share over the 30% mark for the first time.

“The shared values and culture built up over 60 years have forged a deep understanding of each other as partners to deliver our best together. The constant improvement is based on the Japanese business philosophy of Kaizen, which is Toyota and our partnership’s reason for success,” said Nahana Communications Group CEO, Thabang Skwambane. Nahana is FCB’s holding company.

“While we have come to the end of the road with Toyota, we hope that their new agency partner is able to continue the incredible success that we’ve had with them over the last 60 years.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
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    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
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    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
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