Toyota GB to stop work with GRP
Glasgow-based GRP is to cease working for Toyota (GB) in April, following a period of three months' notice.
In reaction to the serious downturn in the vehicle market and with both Toyota and Lexus announcing record loses, the Surrey-based car company has consolidated its advertising and marketing activity into a smaller number of agencies, with GRP one of the casualties.
The car manufacturer's decision marks the end of a long-standing relationship between Toyota and both GRP and the Scottish advertising industry.
The agency has handled significant aspects of the automotive company's communications business – including the wide-reaching UK dealership brief – for almost ten years.
The account was acquired from fellow Glasgow agency Riley Advertising, along with a number of the team who had worked on the account since the early 90's.
The loss of the business means that seven members of GRP's centre communications field team of regional marketing managers have been made redundant.
The fate of seven more of the GRP team who currently work on the Toyota business is also now at risk, with the agency's MD Guy Robertson admitting that, following the three month notice period, the roles look unlikely to be sustainable.
The move comes just days after Euro RSCG consolidated it Peugeot business, beating incumbent McCann Erickson Manchester in a six-way pitch to its dealerships creative brief. McCanns had held the account for ten years.
The Toyota business has been one of the largest advertising accounts held in Scotland for a number of years. Centre communication formed the largest element of the agency's remit, with support provided through a pioneering online marketing portal, developed by the team. Other services included aftersales support, used car marketing and commercial vehicle marketing. GRP also operated a field team of regional marketing managers.
The agency's work for a number of individual Toyota Centres remains unaffected by the decision.
Jon Pollock, general manager of vehicle marketing at Toyota GB, emphasised that the relationship between GRP and the company had been "long standing, productive and successful." He also stressed that "the decision was taken as part of a wider agency roster consolidation exercise across Toyota and Lexus brands in the UK."
Guy Robertson said: "Losing the toyota business is clearly a setback, particularly at a time of general difficulty in the business world. However, nothing is forever, and after 23 years in business I hope I've learned how to weather the storm. The experience we have gained over a decade of working with the world's biggest car manufacturer puts us in an enviable position to approach other companies, both within the automotive industry and beyond.
"A number of talented individuals, who were formerly tied-up on Toyota, are now free to apply their skills to new business. Other recent account wins, particularly in the public sector and in the digital field, go some way to alleviating the blow."
Amongst the new business recently secured by GRP are Highland Spring's website development, which is due to be launch at the end of March.
Festival City Trust – which runs the Edinburgh Festival Theatre and the King's Theatre have also appointed the agency to its digital business, having secured the creative account in 2007.
Meanwhile abica, a new communications company providing mobile network, landline and broadband services for business users, is working with GRP on a range of communications – ranging from brand creation to on and off-line marketing, including the creation of a new website.
Finally, the agency has also just launched a new website for The Scripture Union. The site is entirely content managed, allowing the client to update images, text and video.