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Toyota hires Glue as it boosts digital investment

by Gareth Jones Marketing 20-May-08, 09:30

LONDON - Toyota has appointed Glue to its agency roster ahead of plans to increase its investment in dig-ital activity across its range.

The Japanese car manufacturer will work with Glue to develop a digital strategy spanning website development and online advertising.

Toyota plans to step up its digital promotional activity for its cars, including the Aygo, Yaris and Prius models, in an effort to capitalise on the growing number of consumers researching purchases online.

The car company's decision to appoint Glue to its agency roster has prompted the agency to part company with BMW-owned Mini, with which it had worked on digital projects for almost two years (Marketing, 19 March).

Toyota is facing growing competition online. Honda recently launched a branded internet TV channel featuring a mix of films, video clips and ads aimed at car enthusiasts.

Meanwhile, in February, Volkswagen rolled out a multimillion-pound web portal intended to provide customers with the 'most life-like' car-buying experience on the internet. The site was promoted with an online ad campaign.

Toyota and Glue were both unavailable for comment as Marketing went to press.