Ontario Toyota Dealers moves to Rain43

October 19, 2012  |  Jeromy Lloyd  |  Comments

Following a review, the Ontario Toyota Dealer Advertising Association (OTDAA) has named Rain43 its agency or record.

“It is exciting to get to work with the OTDAA in developing an overall plan that will raise awareness, engage consumers and deliver customers,” said John Yorke, president and partner of Rain43, in a release. “They were looking for a partnership and asked us to not only look at their business, but to look at the overall business model of a dealer association based on how people buy cars today.”

Aside from presenting what Yorke called a “compelling” creative direction, the agency’s pitch included an increased focus on customer acquisition and sales leads as part of the marketing mandate.

Yorke told Marketing his agency’s attitude towards the client is holistic: “It’s not just great creative, and not just great interactive and customer acquisition, but understanding the whole view of a customer life cycle and making sure that’s all done in-house.”

Over the course of 2012, Rain43 has increased its head count to 45 full-time staff (from approximately 30) after winning new accounts with Muskoka Brewery, Castrol and an expanded mandate from Ontario’s Ministry of Health.

Having learned of the OTDAA victory last week, the agency expects its first work for the client to hit the market Nov. 1.

The account had previously resided with Juniper Park.

Media buying and planning is currently handled by Wills & Co.

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