Dentsu and Toyota team up to improve marketing strategy

Dentsu Group Inc and Toyota Motor have agreed to establish a business alliance and form two companies to enhance Toyota’s communications and digital transformation strategy, Dentsu said on Wednesday.

Dentsu is an advertising agency founded in 1901 in Japan.

Both the companies are going to operate under a holding company, of which Toyota will own 66% and Dentsu 34%. The companies are set to start operations in January 2021.

One of the companies will focus on enhancing Toyota’s marketing strategy to create “exceptional customer trust,” while the other will work on digital transformation and the use of data to enhance consumer relationships, Dentsu said.