Toyota GB’s drive to further meet and exceed customer needs and expectations has been bolstered by the appointment of two agencies to bring new digital and CRM support to the business.

The company ran a competitive pitch process to expand its capabilities in digital communications direct to customers and across its key owned digital channel.

As a result Toyota GB has expanded its relationship with the & Partnership, which will now add CRM strategy, creative and design to its existing remit which includes advertising and media planning and buying. Working in collaboration with Wunderman, the combined T&P/Wunderman team won a competitive pitch against three other agencies. The team will be split between London and the on-site integrated agency based at Toyota GB HQ in Epsom, Surrey.

As part of the review, WPP’s design agency AKQA, which already works with Toyota Motor Europe via its Amsterdam office, has also been hired to support Toyota GB on digital transformation and experience design.

Toyota GB's director of communications and product Andrew Cullis says, “Our priority is to make the customer’s experience easy, connected and personal. The focus of this process was preparation for the future as we pivot to become a mobility company, ensuring that we have consistency at every touchpoint, leading to a seamless customer experience and giving our communications greater impact.”

The appointments of T&P and AKQA are an expansion of Toyota’s existing agency roster, which sees all existing agency relationships retained. 

Cullis adds, “I’m confident that T&P and AKQA will help us to accelerate a prioritised roadmap for the changes we are making, and will make in the future.”