Transcript Lexus Global - Syracuse University

The Lexus & Saatchi Team
Flexible Solutions for a Global Network
October 2003
Table of Contents
I.
II.
Global Process Overview
Flexible Process Per Market
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Japan
Pan-Asia
Canada
Europe
III. 2004 LS Case Study
IV. Global Buyouts of TMS Materials
SAATCHI & SAATCHI
Lexus Global Overview
• The S&S/Team One Network has improved
upon global Lexus communication, leading to:
– Flexible global, regional and local solutions
– Increased information/materials sharing
– Increased awareness of Lexus activities
around the world
– Consistent global Lexus messaging
SAATCHI & SAATCHI
Lexus Global Overview
New Lexus Global Structure
• The Lexus Communications Council (LCC) allows for:
– Materials/information sharing
– Consistent messaging
– Face-to-face interaction of key Global Lexus Staff
New S&S Global Structure
• The Regional Account Director (RAD) structure simplifies Lexus
communication:
– Increased communication and materials sharing between large and
small markets
• RADs are part of the Toyota Worldwide Executive Board (TWEB)
– TWEB meets regularly to discuss major Lexus issues
The new structure puts us in a position
to make Lexus more global.
SAATCHI & SAATCHI
Lexus Global - A Flexible Communications Structure
OMD
TMAP
Thai
S&S
Japan
S&S
Thai
Hotai
S&S
Taiwan
S&S
Japan
RAD
TMCL
TMCA
TMNZ
TGB
TMME
Estonia, France, Hungary,
Latvia, Lithuania, Poland
Borneo/
Crown
S&S
Sing
S&S
HK
S&S
Aus
S&S
NZ
S&S
Canada
S&S
UK
S&S Europe Offices: Estonia,
France, Hungary, Latvia, Lithuania,
Poland
S&S
Europe
RAD
S&S
Asia
RAD
Team One
TMS
SAATCHI & SAATCHI
TCI
Global Process - OMD
Lexus/OMD Process
OMD
S&S
Japan
S&S
Japan
RAD
OMD works with Lexus distributors to
provide materials.
•
OMD works with S&S Japan on most Lexus
initiatives.
Saatchi Network Process
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Team One
S&S Asia
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S&S Euro
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Japan RAD works out of Japan office, and
directly with OMD.
Japan RAD communicates with other RADs
and S&S offices in worldwide.
S&S Japan/Team One in communication to
ensure information/materials are delivered to
OMD:
– Weekly conference calls/status reports
– Daily email communication
– Monthly face-to-face meetings with
RAD/Team One
SAATCHI & SAATCHI
Global Process - TMAP
TMAP
TMCL
Lexus Process
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Thailand
S&S
Thailand
Hotai
S&S
Taiwan
Borneo/
Crown
S&S
S’pore
S&S
Asia
RAD
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S&S
HK
TMAP works with Asia Distributors on key Lexus
initiatives (model launches, etc.) and brand
planning.
TMAP works with S&S Singapore on Lexus
Brand creative, strategy and brand planning.
Saatchi Network Process
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Asia RAD works out of Singapore office.
S&S Singapore/Team One are in
communication to ensure information/materials
are delivered to TMAP:
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Team One
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S&S Singapore works with Team One to
purchase images and TVCs for Asia region:
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SAATCHI & SAATCHI
Weekly conference calls/status reports
Daily email communication
Monthly face-to-face meetings with RAD/Team
One
2002/2003 TVCs: Brand “Anthem”, IS “5th and
Elm”, ES “Flamenco” and “Windmill”, SC “Bike”,
Minority Report
2002/2003 Images: IS, ES, SC, LS
Global Process – Rest of Asia
TMAP
Thailand
S&S
Thailand
Hotai
S&S
Taiwan
TMCL
S&S
Asia
RAD
Team One
SAATCHI & SAATCHI
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Borneo/
Crown
S&S
S’pore
Lexus Process
S&S
HK
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Lexus Asia Distributors (Hotai, Thailand,
Borneo, TMCL) work with TMAP for
Lexus brand planning and key
initiatives.
Lexus Asia Distributors work with their
local S&S offices on Lexus creative,
strategy and brand planning.
Saatchi Network Process
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Asia RAD weekly/monthly visits to S&S
Asia offices and Lexus Distributors.
S&S Asia Offices/Team One are in
communication to ensure
information/materials are delivered to
local markets:
– Weekly conference calls/status reports
– Daily email communication
– Monthly face-to-face meetings with
RAD/Team One
Global Process – TMCA
TMAP
TMCA
Lexus Process
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S&S
Asia
RAD
– Yearly conferences
– TMAP covers Australia when purchasing
images/TVCs from the U.S.
S&S
Sydney
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Team One
TMCA and TMAP work together to share
costs/information:
TMCA works with S&S Australia for all advertising.
Saatchi Network Process
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Asia RAD in contact with S&S to maintain flow of
Lexus information.
S&S Australia/Team One in communication to
ensure information/materials are delivered to
TMCA:
– Weekly conference calls/status reports
– Daily email communication
– Monthly face-to-face meetings with RAD/Team One
SAATCHI & SAATCHI
Global Process – TMNZ
TMNZ
Lexus Process
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TMNZ works with S&S NZ for all Lexus activities.
Saatchi Network Process
S&S
Asia
RAD
S&S
NZ
Team One
SAATCHI & SAATCHI
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Asia RAD contact with S&S to maintain flow of
Lexus information.
S&S NZ/Team One in communication to ensure
information/materials are delivered to TMNZ:
– Monthly conference calls/status reports
– Weekly email communication
– Monthly face-to-face meetings with
RAD/Team One
Global Process - TCI
TCI
Lexus Process
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S&S
Canada
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Team One
Saatchi Network Process
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SAATCHI & SAATCHI
TCI manages Lexus business for Canada.
TCI works with Dentsu for ATL Lexus advertising.
TCI works with S&S/Team One on some strategic
planning and strategy initiatives:
– Conference calls with TCI to review planning
and strategy on model launches
TCI works with S&S/Team One on brochures.
S&S Canada works with Team One to service the
TCI brochure business.
TCI picks up TMS brochure format/images, leading
to consistent brochure format for all of N. America.
– Account Manager at Team One works directly
with S&S Toronto team on a year-round basis.
Team One communicates with DCC regularly to
provide Lexus materials: images/TVCs.
Team One initiated yearly meeting with Dentsu and
TCI to review Lexus work.
– Will occur before Lexus U.S. Dealer Meeting
Global Process - TGB
TGB
TMME
Lexus Process
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Estonia, France,
Hungary, Latvia,
Lithuania, Poland
S&S
UK
S&S Europe Offices: Estonia,
TGB works to service the UK
market.
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Communication and collaboration on
some initiatives (i.e. model launches)
with TMME.
TGB works solely with S&S UK.
France, Hungary, Latvia, Lithuania, Poland
Saatchi Network Process
S&S
Europe
RAD
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Team One
Europe RAD works out of France
office, and with S&S UK to maintain
flow of information.
S&S UK/Team One in
communication to ensure
information/materials are delivered
to TGB:
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SAATCHI & SAATCHI
Weekly conference calls/status reports
Daily email communication
Monthly face-to-face meetings with
Europe RAD/Team One
Global Process - TMME
Lexus Process
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TGB
S&S
UK
TMME
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TMME oversees Lexus Europe countries
except TGB.
Each country, in addition to being part of
the TMME network, has its own local
agency, many of them S&S agencies.
TMME currently works with S&S UK on
all Lexus projects.
Estonia, France,
Hungary, Latvia,
Lithuania, Poland
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S&S Europe Offices: Estonia,
Saatchi Network Process
France, Hungary, Latvia, Lithuania, Poland
S&S
Europe
RAD
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Team One
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SAATCHI & SAATCHI
Europe RAD (from France office) in
contact with all S&S Europe offices to
maintain flow of information.
S&S Europe offices/Team One in
communication to ensure
information/materials are delivered to
local Lexus distributors:
Weekly conference calls/status reports
Daily email communication
Monthly face-to-face meetings with
Europe RAD/Team One
S&S/Team One currently pitching TMME
business. TMME to provide brief in midOctober, and S&S/Team One to answer
brief by early November.
Global Process – Japan Issue
How should OMD, Japan Domestic and S&S Japan communicate?
DAMD
OMD
S&S
Japan
S&S
Japan
RAD
Team One
S&S Asia
SAATCHI & SAATCHI
S&S Euro
LS 430 Launch Case Study
• The 2004 LS Launch is a success model for global
communication and materials sharing:
– LS materials from TMS and OMD were used in most Lexus
markets where S&S maintains Lexus business (except
UK/TMME, who created their own launch materials).
– All markets were able to launch the LS work on the same
date as the U.S. due to S&S/Team One teams working
together daily to coordinate materials and information.
TMS “Bridge” and “Dam” Creative
• TV currently running in: Taiwan, Canada
• TV will run in: TMAP Markets, Australia
• “Dam” print appearing in: TMAP markets, Canada
TMS Images Purchased for WW Rights by OMD
• Distributed by OMD to all Lexus global markets
• Images running in: Australia, Hong Kong, Singapore, Taiwan
OMD “Badge”
• TV and Print Campaign running in: Korea, GCC
SAATCHI & SAATCHI
LS Case Study – Flexible Launch
Global
“Dam” Print
“Bridge” and “Dam” TV
Markets
Agency
• USA
• Australia
• China
• Canada
• Taiwan
• Singapore
• Team One
Brochure Images
• GCC
• Korea
• S&S Japan/
Team One
Regional
“Badge” Print
“Badge” TV
• Australia
• China
• Europe
• Taiwan
Local
China Print
Australia Print
Europe/UK Print
Taiwan Print
• S&S Australia
• S&S HK
• S&S UK
• S&S Taiwan