A client conflict has prompted the Lexus division of Toyota Canada to split with Publicis-SMW (previously SMW Advertising) after nearly nine years because its new sister agency, Publicis-BCP of Montreal, has Chrysler Canada on its roster.
Tony Wearing, vice-president and general manager of Lexus, says Dentsu-Cadence of Toronto, the agency that has the Toyota truck business, is working for Lexus on a project basis and will launch two new models next month, including the RX300 sport-utility vehicle. Following the launch, Wearing says he will look at the long-term needs of Lexus.
Allard & Associates of Montreal currently handles the French-language portion of the account.
Wearing is a 27-year veteran of Toyota and was most recently zone manager based in Calgary.
He took over the Lexus job Jan. 5, replacing Wayne Jefferey who is now vice-president of Toyota University, a new educational unit that will handle training of staff and dealers for all Toyota divisions.
