22 Squared Caught in the Middle of Toyota Mess

Of all the flies on walls of Atlanta advertising agencies, I would want to be one at 22Squared. Moment by moment the script of the Toyota case history is being written. Right turns are made and wrong turns are turning up everywhere. Just today, 22Squared was asked to transfer their commercial time buys to non-ABC stations in the same markets " as punishment for the negative reporting" said one local ABC station manager.

Marcia Owens-Reder, senior vice-president at 22Squared, the Atlanta advertising agency that handles the account for Southeast Toyota." said, "We have counseled the client on the pros and cons of this, and ultimately it was their decision to make." It's got to be a tough place for an agency. The move to muscle the media is never a good idea and usually stirs up a bigger hornet's nest.

Consumers rank Toyota as the most reliable car on the market. Good PR could keep them in this position as Tylenol stayed with their swift and professional reaction to the Tylenol poison scare. Thus far, it has been amazing how poorly Toyota has reacted to this threatening communications nightmare.

As an agency, 22squared can just give advice and execute as told. For anyone on the account, start taking copious notes. You'll have a great marketing case history to teach in your later years.

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