Toyota
I oversaw Toyota trucks, SUVS and motorsports for 5 years. It was a great privilege to work on such a legendary brand. The work won numerous awards, as well as helping them hit sales record after sales record.
87% sales increase for Sienna launch
40% sales increase from previous year on 4-Runner
9.6% Toyota annual sales increase
7.5% Toyota annual sales increase
Adweek Best Spots for Sienna
6.3% Toyota annual sales increase
14% Toyota annual sales increase
9.5% Tacoma sales increase YOY
Silver Effie winner for Sienna Adweek Best Spots for ESPN
TOYOTA 4-RUNNER RELAUNCH
In an aspirational category where everyone is talking about how rugged their vehicle is, we had to reintroduce the 4-Runner is a way that made it stand out. We took the category to a whole new level by enlisting one of the world’s great explorers as a spokesman. Other SUVs made you feel rugged. A 4-Runner made you feel like Sir Edmund Hillary. Game over.
PRESS
ESPN 25TH
As an official sponsor of ESPN’s 25th, we wanted to do something a little different. Rather than just focusing on the vehicles or ESPN, we merged their worlds, putting Toyotas into sporting events in a self-effacing way. We even used actual ESPN announcers to do the “play-by-play.”
PRESS
TOYOTA SIENNA LAUNCH
Our rivals were all portraying minivans as cool and sexy. It worked really well, generating an 87% sales increase and winning a Silver Effie.
PRESS
MISC.
A few more favorites from my time as CD on Toyota.