| Title | TOYOTA ASIA PACIFIC BRAND STRATEGY |
| Brand | TOYOTA ASIA PACIFIC |
| Product / Service | AUTOMOTIVE |
| Category | C05. Multi-market Strategy |
| Entrant | HOUSTON GROUP Sydney, AUSTRALIA |
| Idea Creation | HOUSTON GROUP Sydney, AUSTRALIA |
| Idea Creation 2 | TOYOTA MOTOR ASIA PACIFIC Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| David Nordstrom | Toyota Motor Asia Pacific PTE LTD | VP BCD |
| Christopher Taylor | Toyota Motor Asia Pacific PTE LTD | GM BMCD |
| Melissa Jane Naidoo | Toyota Motor Asia Pacific PTE LTD | DGM |
| Eri Kojima Kojima | Toyota Motor Asia Pacific PTE LTD | AM |
| Doreen Foo | Toyota Motor Asia Pacific PTE LTD | Account Director |
| Stuart O'Brien | Houston Group | Head of Strategy |
| Cara Meade | Houston Group | Strategy Director |
| Kyle De Raedt | Houston Group | Account Director |
| Alex Toohey | Houston Group | Executive Creative Director |
| James Calpis | Houston Group | Creative Director |
| Shani Mun | Houston Group | Senior Designer |
| Nathan Wren | Houston Group | Designer/Motion |
Toyota is one of the world’s strongest brands. Yet, in a time of rapid change and fierce competition, they need to do everything they can to maintain their leadership position and connect with new generations of customers. Add in a global pandemic and fluctuating automotive sales – the threats to this century-old business are myriad. Where there are threats, there are also great opportunities. When Toyota’s Japanese headquarters set a new global vision – to transform from a car company to a mobility company and achieve ‘mobility for all’, how global regions chose to respond was their decision to make. Transforming the brand to become a mobility company, and better connect with tomorrow’s customers was the mission. The objective? To unite all 17 highly diverse and unique Toyota APAC markets, to create a stronger, more relevant, and more resilient regional brand.