Toyota Announces Partnership With African American Advertising Agency

TORRANCE, Calif., Nov. 8 -- Toyota Motor Sales (TMS), USA, Inc. announced today the selection of Burrell Communications Group as its first-ever national African American advertising agency. Burrell joins Saatchi & Saatchi, Oasis, and Hispanic agency Conill Advertising, in providing TMS with a wide range of advertising expertise.

"The addition of Burrell to our family of advertising agencies gives Toyota an important edge in the race to communicate with an ever-increasingly diverse consumer," said TMS Executive Vice President and Chief Operating Officer, James Press. "The naming of this agency fulfills an important objective in our recently announced 21st Century Diversity Strategy, as well as represents an important maneuver in our overall approach to marketing and advertising."

Headquartered in Chicago, Illinois, Burrell Communications Group is a full-service marketing communications agency with a staff of 150 full time employees. The company's client list includes McDonalds, Verizon, Procter and Gamble, Exxon Mobil, General Mills, Coca Cola and Sears.

Chairman and Chief Executive Officer, Thomas J. Burrell, founded what is now known as Burrell Communications Group in 1971. Well-known and highly respected in the marketing communications community, Burrell has been recognized with several industry awards including the Albert Lasker Award for lifetime achievement in advertising and designation as one of "50 Who Made a Difference in Television" by Advertising Age. Burrell currently co-chairs the American Advertising Federation (AAF) Foundation's Standing Committee on Diversity and the AAF Board Taskforce on Diversity and Multicultural Advertising. He is also a director-at-large for the Ad Council, Inc.

"Toyota recognizes that changes in the marketplace are not happening tomorrow, change is taking place today, and that includes a consumer that is ethnically diverse and fiscally selective," said Burrell. "Our agency is proud to have been awarded the opportunity to properly position Toyota's quality products with a diverse consumer base."

Burrell Communications Group and TMS will begin immediate evaluation and in-depth research into innovative avenues for effective communication with African American automobile buyers.

"We conducted a lengthy and exhaustive search in order to find an agency with the right combination of experience, expertise and talent," said Steve Sturm, TMS vice president, marketing. "Burrell Communications has a proven track record, as well as the resources necessary to service Toyota's vast product line."

The search for an African American advertising agency began in June of this year with an initial "Request for Information" sent to 22 agencies across the United States. The candidates were later narrowed to six finalists, all of whom made strong presentations at TMS headquarters in Torrance, California.