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Toyota Buys Front Page WSJ Ad, Shuns Zenith for Dentsu
Next Wednesday, Toyota will begin running public service messages about safe driving on the front page of The Wall Street Journal.
The agency that handled the buy for Toyota was not the automaker’s usual shop, Publicis’s Zenith Media. Rather, Toyota used Dentsu of America, a new U.S. division of Japan’s advertising powerhouse, writes MediaPost. Dentsu has been handling a variety of Toyota buys recently, including a communications campaign that hoped to raise awareness of the company’s operations in the U.S. Zenith was not available for comment at press time, and Dentsu declined to comment.
The Toyota campaign will run every Wednesday for more than a year, according to the company’s media agency.
The Wall Street Journal began featuring advertising on the front page of its sections in the last year. It will begin running front page ads with Toyota, as well as GM, next week.