Edward Laukes, VP de Mercadeo de Toyota
Edward Laukes, VP of Marketing at Toyota, was among the speakers at the second day of the annual ANA Multicultural Conference. During his participation, Laukes announced the Total market model of the car brand, which Toyota called Toyota Total or T2, which last April was activated.Along with Laukes, Chuck Maguy of Saatchi & Saatchi LA (general market), Fay Ferguson of Burrell Communications (African American market), Carlos Martinez of Conill Advertising (Hispanic market), and Wade Guang of Rezonate / Inter Trend (Asian American market) shared the stage. He explained that although the agencies are separate business units, they were all integrated to collaborate in T2.”The focus of the overall market for Toyota is a collaborative effort between all agencies under the umbrella of T2 for the good of the brand and its consumers,” Laukes explained. “Toyota went from a successful team dedicated to the multicultural marketing, to a total marketing organization,” he added. On his behalf, Carlos Martinez of Conill said that “when the focus is a particular segment, the agency in charge takes the lead.” Ferguson of Burrell followed him and said that to connect with demographics, it is not about casting or resort to celebrities. “You have to be deeper, and this message is for all customers,” she concluded.To complement the focus of the agency, the multicultural marketing team of Toyota will be integrated with all the marketing teams.
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