Madhouse appointed as new Parts and Service pan-European agency for Toyota

The brief will see Madhouse in cooperation with Toyota, developing an overall marketing strategy for Toyota ‘Genuine Parts’ as well as developing Customer Retention marketing tools to be used across Europe. This will include advertising, literature, direct marketing, sales aids, online presence and point-of-sale material for some 35 European countries. The agency has been tasked with developing and building the ‘Toyota Genuine Parts’ brand.

Madhouse Managing Director and Creative Director, Phil Rogerson, comments, “Car parts is an extremely competitive market with car manufacturers facing increasing challenges from generic parts manufacturers. Our task is to convey the benefits of choosing genuine Toyota parts and clearly, the success of any pan-European campaign is to ensure it works across the variety of different cultural environments.”

The account win follows a number of successful below-the-line campaigns developed by Madhouse for Toyota last year, particularly the promotion of the Toyota in-car accessories range including the pan-European launch of new Hand-Free Telephone kits, Parking Aid systems and In-Car Entertainment systems.

Bosse Janson, Deputy General Manager of Marketing for the After Sales Division of Toyota Motor Marketing Europe said: “The Toyota Genuine Parts range is a key part of our business and we want to convey the Genuine Parts message to consumers, Authorised Toyota Repairers and independent garages. We are also in close cooperation with Madhouse, developing a strategy including communication tools to increase the customer retention rate to Authorised Toyota Repairers. We have worked with Madhouse extensively on the marketing of our accessories and have been extremely impressed by their combination of creative flair supported by strategic thinking. This was demonstrated again during the pitch process and we have every confidence that the parts campaign will be a success.”

Madhouse Associates, formed in 1998, has an impressive client list that also includes Pilkington’s Tiles, Redrow Homes, Motorola and Hfs. Offering marketing, advertising and design services, the agency has built its reputation on providing sound strategic advice combined with outstandingly creative, yet practical, solutions. Madhouse employs close to 30 staff across its two offices based in Manchester and London, all of whom recognise the importance of working as an extension to the client's marketing team.

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Madhouse Associates - Manchester Advertising Agency

Marketing strategy to graphic design. Advertising to sales promotion. Point of sale, to brochures, to multimedia, to whatever it takes. From Manchester and the North West to wherever you are, Madhouse gets you on the road to great results.