The agency was created specifically to service the local Lexus account after working in the role for Lexus in North America

The bespoke agency Team One takes on responsibility for Lexus’ strategy, creative, social media and customer-relationship management.

It replaces M&C Saatchi that has held the account since May 2014.

Lexus Australia chief executive John Pappas said this significant change coincided with Lexus embarking on a new chapter in design and dynamic performance plus an even greater focus on expanding its portfolio of electrified vehicles.

“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-centred brand that delivers a benchmark luxury experience to everyone interested in driving a Lexus,” he said.

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

Publicis Groupe ANZ CEO Michael Rebelo said: “On behalf of the Groupe, we are honoured to be appointed to the Lexus Australia business. 

“It’s an exciting time for one of the world’s most progressive and sustainable luxury car brands. 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 personalised experiences.”

Mr Pappas commended M&C Saatchi for its significant contribution to Lexus as a trusted partner 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,” he said.

Lexus Australia said it will work closely with M&C Saatchi to ensure a respectful transition for both the M&C Saatchi business and its people.

In March last year, Lexus regional parent Toyota Motor Corporation of Australia awarded Publicis Groupe its combined media and creative account.

Toyota’s vice president of sales and marketing, Sean Hanly, said at the time that the change – which took a year to conclude – was triggered by Toyota’s transition “from a car company to a mobility company.”

Spark Foundry became the media agency for Toyota and Lexus, ending a relationship of more than 20 years with The Media Store.

Mumbrella said that Saatchi & Saatchi continue to lead brand and select product portfolios on the creative side; BWM Dentsu continue to lead retail; and Hero was added to the roster for select product portfolios.

The publication also said that Nielsen data showed Toyota’s ad spend in the 2020 financial year was $54.5 million and in the period March 2020 to February 2021, totalled $67 million.

By Neil Dowling