Publicis Groupe’s bespoke operation, Team One Australia, has been appointed by Lexus Australia as its new brand and retail creative agency following a competitive pitch.
Lexus Australia has also announced the global reveal of the all-new RX SUV will be revealed online globally on June 1 at 10am (AEST). It says the pioneering SUV has undergone a complete revitalisation.
Team One Australia will take over the creative function from M & C Saatchi who have worked with the Lexus brand for the last eight years. Lexus Australia says it will work closely with M&C Saatchi to ensure a respectful transition for both the business and its people.
The new bespoke agency was created specifically by Publicis Groupe to service the Lexus account, encompassing responsibility for strategy, creative, social media and customer-relationship management.
Lexus Australia chief executive John Pappas says 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,” Pappas says.
“We look forward to them playing an instrumental role in helping to double our sales mix of electrified vehicles to around 80% by 2025 as we evolve Lexus into a brand focused on battery-electric vehicles,” he says.
“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,” Publicis Groupe ANZ chief executive Michael Rebelo says.
Team One is our global agency that handles Lexus in the US. 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,” he says
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 thank them for their service and support,” Pappas says.
Join the conversation