CLIENT
Lexus
Deborah Meyer, VP of Mktg.
Ann Bybee, Corp. Advertising - Brand & Product Strategy
Kimberly Gardiner, Creative Mgr.
AGENCY
Tanya Khuu, Senior Strategic Planner
Jon Pearce, Group Creative Dir.
James Dalthorp, Group Creative Dir.
Gabrielle Mayeur, Interactive Creative Dir.
Brian Sheehan, CEO
Mark Miller, Dir. - Strategic Planning
Christie Clough, Sr. Strategic Planner
SUMMARY
Since its introduction to the U.S. automotive market in 1989, Lexus has dominated in every segment except one: near-luxury performance. With staunch competition from BMW, Acura, Infiniti, Mercedes-Benz and Audi, Lexus had ambitious goals both in an unforgiving category and among an entire generation of buyers who had ignored the brand for decades. A literal transformation of the brand's relationship with near-luxury buyers was necessary to have a chance to be recognized as a legitimate contender, let alone a category leader.
