Toyota Motor Sales USA, Inc.

Tim Morrison - Director, Mktg. & Comm.

Conill Advertising *Lead Agency

Pablo Buffagni - CCO
Laura Semple - Chief Strategy Officer
Mario Granatur - VP, Group Creative Director
Veronica Elizondo - Group Creative Director
Cilmara Santos - VP, Director of Client Services
Anabel Ordonez - Acct. Director
Juan Jose Valera - Assoc. Planning Director

Toyota Camry faced several challenges in 2011, the vehicle was in the fifth year of its life cycle and consumers questioned Camry reliability/dependability due to the Toyota recall. However, Camry was able to persevere in the most undesirable conditions. Campaign efforts aided in overcoming consumers' perceptions by reinforcing that only an unfortunate event would take Camry off the road. In turn, Hispanic contribution to overall Camry sales increased to 11.3% above the industry average of 10%. In addition, Camry broaden the gap between their closest competitor Accord, from 2.2 to 3 percentage points.