1. The Lexus & Saatchi Team Flexible Solutions for a Global Network October 2003

2. S AATCHI & S AATCHI Table of Contents I.Global Process Overview II.Flexible Process Per Market –Japan –Pan-Asia –Canada –Europe III.2004 LS Case Study IV.Global Buyouts of TMS Materials

3. S AATCHI & S AATCHI Lexus Global Overview The S&S/Team One Network has improved upon global Lexus communication, leading to: –Flexible global, regional and local solutions –Increased information/materials sharing –Increased awareness of Lexus activities around the world –Consistent global Lexus messaging

4. S AATCHI & S AATCHI Lexus Global Overview New Lexus Global Structure The Lexus Communications Council (LCC) allows for: –Materials/information sharing –Consistent messaging –Face-to-face interaction of key Global Lexus Staff New S&S Global Structure The Regional Account Director (RAD) structure simplifies Lexus communication: –Increased communication and materials sharing between large and small markets RADs are part of the Toyota Worldwide Executive Board (TWEB) –TWEB meets regularly to discuss major Lexus issues The new structure puts us in a position to make Lexus more global.

5. S AATCHI & S AATCHI Lexus Global - A Flexible Communications Structure TMAP Team One OMD S&S Japan Hotai TMCL TMCA TCI TGB TMME S&S Japan RAD S&S Asia RAD TMS S&S Europe RAD Borneo/ Crown S&S Europe Offices: Estonia, France, Hungary, Latvia, Lithuania, Poland Estonia, France, Hungary, Latvia, Lithuania, Poland Thai TMNZ S&S Thai S&S Taiwan S&S Sing S&S HK S&S Aus S&S NZ S&S Canada S&S UK

6. S AATCHI & S AATCHI Lexus/OMD Process OMD works with Lexus distributors to provide materials. OMD works with S&S Japan on most Lexus initiatives. Saatchi Network Process Japan RAD works out of Japan office, and directly with OMD. Japan RAD communicates with other RADs and S&S offices in worldwide. S&S Japan/Team One in communication to ensure information/materials are delivered to OMD: –Weekly conference calls/status reports –Daily email communication –Monthly face-to-face meetings with RAD/Team One Global Process - OMD S&S Japan S&S Japan RAD OMD S&S Asia S&S Euro Team One

7. S AATCHI & S AATCHI Global Process - TMAP Lexus Process TMAP works with Asia Distributors on key Lexus initiatives (model launches, etc.) and brand planning. TMAP works with S&S Singapore on Lexus Brand creative, strategy and brand planning. Saatchi Network Process Asia RAD works out of Singapore office. S&S Singapore/Team One are in communication to ensure information/materials are delivered to TMAP: –Weekly conference calls/status reports –Daily email communication –Monthly face-to-face meetings with RAD/Team One S&S Singapore works with Team One to purchase images and TVCs for Asia region: –2002/2003 TVCs: Brand “Anthem”, IS “5 th and Elm”, ES “Flamenco” and “Windmill”, SC “Bike”, Minority Report –2002/2003 Images: IS, ES, SC, LS TMAP S&S S’pore S&S Taiwan Hotai S&S HK TMCL S&S Asia RAD Borneo/ Crown S&S Thailand Thailand Team One

8. S AATCHI & S AATCHI Global Process – Rest of Asia Lexus Process Lexus Asia Distributors (Hotai, Thailand, Borneo, TMCL) work with TMAP for Lexus brand planning and key initiatives. Lexus Asia Distributors work with their local S&S offices on Lexus creative, strategy and brand planning. Saatchi Network Process Asia RAD weekly/monthly visits to S&S Asia offices and Lexus Distributors. S&S Asia Offices/Team One are in communication to ensure information/materials are delivered to local markets: –Weekly conference calls/status reports –Daily email communication –Monthly face-to-face meetings with RAD/Team One TMAP S&S S’pore S&S Taiwan Hotai S&S HK TMCL S&S Asia RAD Borneo/ Crown S&S Thailand Thailand Team One

9. S AATCHI & S AATCHI Global Process – TMCA Lexus Process TMCA and TMAP work together to share costs/information: –Yearly conferences –TMAP covers Australia when purchasing images/TVCs from the U.S. TMCA works with S&S Australia for all advertising. Saatchi Network Process Asia RAD in contact with S&S to maintain flow of Lexus information. S&S Australia/Team One in communication to ensure information/materials are delivered to TMCA: –Weekly conference calls/status reports –Daily email communication –Monthly face-to-face meetings with RAD/Team One TMAP S&S Sydney TMCA S&S Asia RAD Team One

10. S AATCHI & S AATCHI Global Process – TMNZ Lexus Process TMNZ works with S&S NZ for all Lexus activities. Saatchi Network Process Asia RAD contact with S&S to maintain flow of Lexus information. S&S NZ/Team One in communication to ensure information/materials are delivered to TMNZ: –Monthly conference calls/status reports –Weekly email communication –Monthly face-to-face meetings with RAD/Team One TMNZ S&S NZ S&S Asia RAD Team One

11. S AATCHI & S AATCHI Global Process - TCI Lexus Process TCI manages Lexus business for Canada. TCI works with Dentsu for ATL Lexus advertising. TCI works with S&S/Team One on some strategic planning and strategy initiatives: –Conference calls with TCI to review planning and strategy on model launches TCI works with S&S/Team One on brochures. Saatchi Network Process S&S Canada works with Team One to service the TCI brochure business. TCI picks up TMS brochure format/images, leading to consistent brochure format for all of N. America. –Account Manager at Team One works directly with S&S Toronto team on a year-round basis. Team One communicates with DCC regularly to provide Lexus materials: images/TVCs. Team One initiated yearly meeting with Dentsu and TCI to review Lexus work. –Will occur before Lexus U.S. Dealer Meeting S&S Canada TCI Team One

12. S AATCHI & S AATCHI Global Process - TGB Lexus Process TGB works to service the UK market. –Communication and collaboration on some initiatives (i.e. model launches) with TMME. TGB works solely with S&S UK. Saatchi Network Process Europe RAD works out of France office, and with S&S UK to maintain flow of information. S&S UK/Team One in communication to ensure information/materials are delivered to TGB: –Weekly conference calls/status reports –Daily email communication –Monthly face-to-face meetings with Europe RAD/Team One TGBTMME S&S UK S&S Europe RAD S&S Europe Offices: Estonia, France, Hungary, Latvia, Lithuania, Poland Estonia, France, Hungary, Latvia, Lithuania, Poland Team One

13. S AATCHI & S AATCHI Global Process - TMME Lexus Process TMME oversees Lexus Europe countries except TGB. Each country, in addition to being part of the TMME network, has its own local agency, many of them S&S agencies. TMME currently works with S&S UK on all Lexus projects. Saatchi Network Process Europe RAD (from France office) in contact with all S&S Europe offices to maintain flow of information. S&S Europe offices/Team One in communication to ensure information/materials are delivered to local Lexus distributors: –Weekly conference calls/status reports –Daily email communication –Monthly face-to-face meetings with Europe RAD/Team One S&S/Team One currently pitching TMME business. TMME to provide brief in mid- October, and S&S/Team One to answer brief by early November. TGBTMME S&S UK S&S Europe RAD S&S Europe Offices: Estonia, France, Hungary, Latvia, Lithuania, Poland Estonia, France, Hungary, Latvia, Lithuania, Poland Team One

14. S AATCHI & S AATCHI Global Process – Japan Issue How should OMD, Japan Domestic and S&S Japan communicate? S&S Japan S&S Japan RAD OMD S&S Asia S&S Euro Team One DAMD

15. S AATCHI & S AATCHI LS 430 Launch Case Study The 2004 LS Launch is a success model for global communication and materials sharing: –LS materials from TMS and OMD were used in most Lexus markets where S&S maintains Lexus business (except UK/TMME, who created their own launch materials). –All markets were able to launch the LS work on the same date as the U.S. due to S&S/Team One teams working together daily to coordinate materials and information. TMS “Bridge” and “Dam” Creative TV currently running in: Taiwan, Canada TV will run in: TMAP Markets, Australia “Dam” print appearing in: TMAP markets, Canada TMS Images Purchased for WW Rights by OMD Distributed by OMD to all Lexus global markets Images running in: Australia, Hong Kong, Singapore, Taiwan OMD “Badge” TV and Print Campaign running in: Korea, GCC

16. LS Case Study – Flexible Launch Markets Agency Global Regional Local USA Australia China Canada Taiwan Singapore Team One GCC Korea S&S Japan/ Team One Australia China Europe Taiwan S&S Australia S&S HK S&S UK S&S Taiwan “Bridge” and “Dam” TV “Dam” Print Brochure Images “Badge” Print Europe/UK Print China Print Australia Print Taiwan Print “Badge” TV