Lexus is sticking its money where its agency is.
Team One Advertising, the same agency that has helped drive Lexus to impressive sales, sped off Thursday with the estimated $20-million to $30-million annual ad business for the newly formed national Lexus Dealer Assn. The El Segundo-based agency already handles the estimated $60-million-plus national ad business for Lexus.
The new account is among the largest awarded on the West Coast in months.
"Sure, we could have gone somewhere else," said Jim Richardson, chairman of the Eastern Area Lexus Dealers Assn. "But numbers and dollars cause an agency to listen to you. We feel if we use the same agency for both accounts, we'll get even more of their attention."
Several other Japanese car makers recently adopted that same strategy. Last year, Nissan consolidated virtually all of its advertising with Chiat/Day/Mojo. And shortly after that, American Isuzu Motors placed its estimated $32-million regional advertising business with the agency that creates its national ads, Della Femina, McNamee WCRS.