Hope&Glory Appointed as Consumer Lifestyle Agency for Toyota and Lexus

Hope&Glory has been appointed to lead strategic planning and creative development for Toyota GB PLC, the UK’s Sales and Marketing organisation for the largest automobile manufacturer in the world. The agency will work across both the Toyota and Lexus brands in the UK.

Hope&Glory won the work following a competitive pitch and will continue to build the presence and awareness of both brands through a consumer lifestyle lens.

In what is an exciting 2025 for both brands, the work will engage new and existing audiences by delivering creative ‘passion point’ campaigns and activating against the brands’ sponsorship properties in the world of sports.

This includes activating Toyota’s multi-year English Cricket Board (ECB) partnership and leading creative activations for Lexus’ tennis properties.

Emma Lane, general manager, brand communications Toyota, Lexus and Kinto at Toyota commented: “Hope&Glory stood out in a very competitive pitch process. Impressing us with their strategic vision, thinking, and understanding of our brand, which they combined with some very clever creativity and an ability to shape campaigns that work across our brand and sponsorship platforms and differing audiences and channels. We’re excited to work with them to engage a new audience for both the Toyota and Lexus brands.”

Hope&Glory’s joint-managing director, Seb Dilleyston and associate director Jess Holmes will lead the account, reporting into Head of PR & Communications, Charlie Holcomb.

Seb Dilleyston, joint-managing director at Hope&Glory added: “Toyota is one of the most well-known brands globally. The opportunity to continue growing both the Toyota and Lexus brands in the UK is a fantastic chance for us to execute creative campaigns that grab attention and help to solidify the Toyota masterbrand position in the automotive space.”

The key sports sponsorship activity for Toyota and Lexus add to Hope&Glory’s work for the likes of The FA, Carlsberg, Pepsi, IHG, VMO2, Peloton and IMG.