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Dentsu to drive Lexus launch in Vietnam

Toyota luxury marque Lexus is to officially enter Vietnam later this year, with globally aligned agency Dentsu taking on local marketing duties.

The agency is to work on PR, content strategy and events such as the Vietnam Motor Show 2013 and the opening of new Lexus dealerships.

However, a global TV ad, created by London agency CHI & Partners, is expected to run around the launch.

Gaku Shinoda, CEO, Dentsu Vietnam, said: “We are very excited to partnering with Lexus in Vietnam. The new tagline – Amazing in Motion – embodies the innovation, quality, and rewarding driving experience that have become the hallmark of Lexus’ vehicles.”

The luxury car segment in Vietnam has seen steady and substantial growth over the past few years even as the global economy slows and I’m confident that with its unique driving and ownership experience, Lexus will quickly become a leader in the Vietnam’s top-tier car market.”

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