Toyota the producer of Toyota Tacoma parts has pulled out its £50m UK advertising business from Saatchi & Saatchi and transfers it to CHI & Partners. The Japanese automaker is Saatchi’s second-biggest global account next to Procter & Gamble with $2.5bn advertising expense per year with UK as its only biggest European market.

It was already expected that CHI which has sold 49.9 percent of its stake to WPP earlier this year will be given the majority of the UK business. CHI has been working out to get the Toyota account since 2004 when it was appointed to handle the launching of the Aygo model across Europe. And since then the agency has been given pan-European briefs for the Corolla and the Yaris.

It is also CHI that handles the promotion of Toyota’s luxury brand Lexus across Europe. However for this year the only UK project that it has won was Toyota’s tactical advertising business.