Lexus Taps Publicis Groupe’s Team One Australia as its New Creative Agency

Team One will handle duties previously held by incumbent agency M&C Saatchi, which held the account for eight years.

Lexus Australia has appointed Publicis Groupe’s Team One Australia as its brand and retail creative agency, following a competitive pitch.

Team One is a bespoke agency created by Publicis to handle the Lexus account, with responsibility for strategy, creative, social media, and customer-relationship management.

Publicis’s Saatchi and Saatchi currently handle Lexus parent company Toyota’s creative in Australia while Publicis’ Spark Foundry has the remit of handling Toyota’s media spends.

 
 

“Team One has clearly demonstrated innovative strategies and plans that will play a defining role in shaping the future of Lexus in Australia as a human-centered brand that delivers a benchmark luxury experience to everyone interested in driving a Lexus,” said Lexus Australia chief executive John Pappas

“We look forward to them playing an instrumental role in helping to double our sales mix of electrified vehicles to around 80 percent by 2025 as we evolve Lexus into a brand focused on battery-electric vehicles,” he said.

Michael Rebelo, CEO of Publicis Groupe ANZ, added: “To ensure we bring the best thinking and global connectivity to Lexus, we will be launching our integrated Team One agency into the Australian market. Team One is our global agency that handles Lexus in the US, and operates at the intersection of luxury, data and technology. Through Publicis Groupe’s connected capabilities and talent, our focus will be on finding new ways to engage with consumers through more creative personalized experiences.”

 
 

Pappas commended M&C Saatchi for its significant contribution to the Lexus brand for the past eight years.

“During their tenure, M&C Saatchi has been closely involved in elevating Lexus as a leading luxury lifestyle brand, and we sincerely thank them for their service and support.”

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