Press Releases - Team One - Team One Press Releases at en-us Copyright 2017 Team One and Lexus Win Adweek Media Plan of The Year Award The “Lexus RC Real-Time Build” brings home “Best Use of Social” LOS ANGELES, SEPTEMBER 18, 2018 – Today, Adweek announced the 2017 Media Plan of the Year (MPOY) Awards, honoring Lexus and Team One, Publicis Groupe’s leading premium and luxury brand agency, for “Best Use of Social” in campaigns spending less than $500,000 for the “Lexus RC Real-Time Build.” The annual competition celebrates the most innovative media plans and executions from around the globe.

The campaign, which aimed to create real-time engagement around the 2017 Lexus RC performance coupe among auto enthusiasts, turned to Facebook Live, using it in a way that had never been done before. During a live 10-hour broadcast, Lexus fans were able to vote online for modifications to the RC, customizing the car in front of their eyes. At a time when most automakers were using the platform for 15-minute reveals of vehicle launches, Team One and Lexus took it to another level, rallying the Lexus enthusiast community and resulting in a 10,000% increase in Facebook comments compared to the Lexus daily average.

“Lexus is a progressive marketer that aims to live on the leading edge of media and technology,” said Julie Michael, President of Team One. “We have built our agency around helping our clients create sublime digital experiences, which often lead to them being recognized for these types of industry firsts.”

The Adweek MPOY Awards are chosen by an elite jury composed of top industry media execs throughout the advertising and media industry. For the full list of the 2017 Adweek MPOY awards, please visit:   

About Team One
Team One is Publicis Groupe’s fully integrated premium and luxury brand agency. Their purpose is to help modern luxury brands thrive in the modern media ecosystem. Founded in 1987, Team One has 500+ employees based in six North American offices, including their Los Angeles headquarters, Dallas, New York, Chicago, Atlanta and Washington, D.C. Current clients include Lexus, The Ritz-Carlton, Dacor (Samsung), Indian Motorcycle, HSBC Premier, Icelandic Glacial Water, PIMCO and St. Regis Hotels & Resorts. Visit Team One at, on Facebook at, or follow the agency on Twitter at @TeamOneUSA.

About Lexus
Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its customers. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries. In the United States, Lexus vehicles are sold through 238 dealers offering a full lineup of luxury vehicles. With five models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers six F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers. 

2017-09-19 00:00:00
First Legacy LabTM Honors Recognizes Rare Leaders Whose Brands Are Making a Lasting Difference in The World Honoring Patagonia, Amazon, Fast Company, GoldieBlox and The New Yorker leaders among others 

Patagonia’s Yvon Chouinard and The New Yorker’s David Remnick top the list of 10 remarkable recipients of The Legacy Lab Honors, a new award that recognizes rare leaders—founders and refounders of brands that are making a long-term difference in a short-term world. 

For 2017, as part of the first honors being passed forward, The Legacy Lab is honoring the achievements of five “Founders of the Year,” founders and cofounders who have been successfully leading their brands for at least three years. This year’s inaugural honorees are: 

 • Yvon Chouinard, founder. Launched Patagonia in 1973. Yvon is a passionate advocate for the environment. Through a personal and professional commitment to reduce wasteful consumption and his vision that business can be a powerful catalyst of innovation for environmental benefit, Yvon is not only authoring the future of his Patagonia brand, but also redefining the mission of capitalism to include conservation and environmental responsibility.

• Jeff Bezos, founder. Launched Amazon in 1994. Jeff has grown Amazon into one of the world’s most widely recognized and influential brands while also working to create ‘Earth’s most customer-centric’ company. He has changed the way people live and raised cross-category expectations of service delivery, transparency and more. He is a once-in-a-generation leader who has created a brand that lives at the intersection of algorithm and aspiration.

• Ellen Chen and Mario Del Pero, cofounders. Launched Mendocino Farms in 2005. Ellen and Mario’s pioneering farm-to-table philosophy, and their unique brand of hospitality, bring together their commitment to locavorism and entrepreneurialism. They embody the spirit of a smaller brand that is creating big local change—teaching established industries new ways of working—while capturing the attention of influential brand champions such as Whole Foods Market along the way.

• Scott Harrison, founder. Launched charity: water in 2006. Scott was inspired to launch his vital nonprofit after traveling to Liberia and Benin in West Africa as a volunteer photojournalist with the humanitarian-aid organization Mercy Ships. His one-time fundraiser has now evolved into an established global nonprofit that has funded more than 23,000 water projects serving 7.1 million people. By contributing 100% of public donations to fund water projects for global communities in need, charity: water and Scott are creating the kind of disruptive change that is having a lasting impact on how individual contributors give and how communities live.

• Debbie Sterling, founder. Launched GoldieBlox in 2012. GoldieBlox’s lasting legacy began with Debbie’s ambition to “disrupt the pink aisle,” challenging gender stereotypes with the world’s first girl engineer character. Debbie launched GoldieBlox to introduce children to the principles of coding and engineering after recognizing a need for STEM (Science, Technology, Engineering and Math) skills to be better integrated into kids’ play experiences—especially for young girls. Through GoldieBlox, she is not only disrupting the pink aisle, but teaching skills that will stay with kids for a lifetime and inspiring them to be the next generation of role models.

The Legacy Lab Honors’ “Refounders of the Year” is awarded to leaders who, while not the original founders, held the reins of a well-established brand for over a year and are now writing the next chapter in its success story. This year’s laureates are:

• David Remnick, refounder. Editor of The New Yorker since 1998. David has modernized one of the most iconic publications in media and guided this acclaimed brand through a critical period in journalism. After 92 years and counting, The New Yorker is as nimble—and necessary—as ever, embracing new technologies to deliver its essential reporting and commentary.

• Robert Safian, refounder. Editor of Fast Company since 2007. Robert is the pioneering editor of Fast Company, having responsibility for ensuring the lasting legacy of this era-defining magazine created by Bill Taylor and Alan Webber. As Editor, he continues to honor the vision set out by the founders in 1995 while simultaneously evolving what it means to be a fast company in 2017 and beyond. Today, Fast Company thrives as the first, and sometimes final, word in the conversation about measuring business success by modern standards.

• Deb Dugan, refounder. CEO of (RED) since 2011. Since she joined this pioneering non-profit, Deb has been instrumental in helping to solidify it as a brand that makes it easy for everyone to play an active role in ending AIDS. She has helped to bring in a new generation of young contributors to continue to make fighting AIDS relevant to many who weren’t even born when the epidemic first hit. Under Deb's leadership, the organization recently began offering rare winnable (RED) experiences in support of World AIDS Day, in addition to its broad portfolio of year-round (RED) products. In the nearly 11 years since its founding, (RED) has raised more than $465 million for the Global Fund - money that has impacted the lives of 90 million people.

• Richard Lewis, refounder. CEO of The Championships, Wimbledon since 2012. Richard continues to find ways to prove that tradition and traditional, at Wimbledon, aren’t strictly synonymous. Under his leadership, the world’s most famous tennis tournament has been integrating aspects of the technology and culture of the times to deliver the same values the tournament has long held dear, helping to bring the esteemed past of Wimbledon forward. With 131 editions of the iconic tournament in the history books, Richard is dedicated to the ideal of continuing to make history at this year’s Championships and at each one after that.

• Brendan Shanahan, refounder. President & Alternate Governor of the Toronto Maple Leafs since 2014. Brendan took the reins of one of hockey’s most storied franchises, rebuilding its leadership structure off the ice, restocking its athletic talent on the ice and restoring a winning culture across the entire club from front office to back. In his pursuit to write the next storied chapter in the Leafs’ 100-year history—this hall of fame hockey player is building today with the future in mind and, in so doing, inspiring an entirely new generation of fans.

Legacy Laureates were chosen by a Peer Council of prominent business leaders, including Christopher Gavigan, Cofounder and Chief Purpose Officer of The Honest Company; Craig Hatkoff, Cofounder of The Tribeca Film Festival; Herve Humler, Founding Member, President and Chief Operations Officer of The Ritz-Carlton; Toni Ko, Founder of NYX Cosmetics + PERVERSE Sunglasses and Reshma Saujani, Founder of Girls Who Code. Caley Cantrell, the Strategy Chair at the VCU Brandcenter, is the Peer Council’s academic advisor.

About The Legacy Lab
Launched in 2012, The Legacy Lab is a Los Angeles-based think tank exploring the dynamics of long-term brand building in a short-term world. It focuses on ambitious leaders—remarkable men and women who have succeeded in making their brands enduringly unique, inspiring and influential—even as the times, technology and competition change around them. The Legacy Lab is a thought-leadership platform of Team One. Team One is Publicis Groupe's fully integrated aspirational brand agency. For more information, visit and follow all the latest learning on Twitter @thelegacylab and on Facebook @ 

2017-07-26 00:00:00
Team One Wins Indian Motorcycle Media Duties Indian Motorcycle has selected premium and luxury brand agency Team One as its media agency of record. The Publicis Groupe unit now handles the creative, strategy and media-buying and planning for America’s first motorcycle brand. Team One has handled Indian’s creative advertising since 2014. No pitch was held for the multimillion dollar media account.

Reid Wilson, a Polaris marketing executive and current Director of Marketing for Indian Motorcycle said, “Integrating our creative and media efforts with Team One is just another great way for us to win at motorcycles, which has always been our mission. Team One has proven to be a great partner for us in that effort.”

Indian Motorcycle, which was acquired by Polaris® Industries in 2013, is revving its engine as competitors rethink their business strategies. While competitor sales fell in 2016, Indian’s retail sales increased. 

2017-02-16 00:00:00
Team One Named Agency of Record for Samsung’s Dacor Agency will debut new consumer-facing creative work for luxury kitchen brand in June 

Premium and luxury brand agency Team One has won a competitive pitch for Dacor, a subsidiary of Samsung Electronics America that designs, manufactures and distributes American-made, ultra-premium kitchen appliances.

In close partnership with Dacor, Team One will lead creative, strategy, public relations, social, digital, experiential and media planning responsibilities, while Samsung’s media agency, Starcom, will handle media buying duties. Dacor’s refreshed brand creative will be unveiled this summer, reflecting the company’s commitment to providing high-performance and high-style products to consumers passionate about cooking and entertaining.

“We chose Team One because they share our intense ambition for Dacor’s future,” said Chuck Huebner, Dacor president & chief executive officer. “Their deep understanding of affluent customers, along with their creative ideas for the brand, will help us succeed across digital, social and experiential channels.”

“Samsung is a company dedicated to human-centered technology and sublime experience design. Dacor is an ultra-premium kitchen appliance company that embodies craftsmanship, quality and service. The combination of these two organizations is certainly putting the category on notice,” said Julie Michael, president of Team One. 

2017-02-01 00:00:00
TEAM ONE AND LEXUS SERVE UP THE SRIRACHA IS: MAKING A HOT CAR SPICY Team One and Lexus asked ourselves, how do you make a hot car spicy? Put Sriracha in it. Then we turned to founder and CEO of Huy Fong Foods, David Tran, and asked if he wanted to collaborate with us. He said yes.

Introducing the Lexus Sriracha IS. With all the foodie finishes a hot sauce lover needs including:
- A custom paint job with chili-like flecks
- A Sriracha-injected steering wheel
- Temperature settings that go from cool to Sriracha
- Bottle cap green accents on the spindle grille, seat stitching and mood lighting.

Lexus made the vehicle to celebrate the launch of the 2017 Lexus IS sports sedan – a car designed to be bold, provocative and fun. The result is a “thumb-stopping” visual that will make your mouth water.

Want to see how the car was made? Check out our “Sriracha in Everything” video featuring David Tran.

The Sriracha IS will be at the LA Auto Show this week. Team One – the luxury and premium agency within Saatchi & Saatchi – is the agency behind the Sriracha IS. 

2016-11-17 00:00:00
Team One's The Legacy Lab™ Launches Honors Program for Brand Leaders, Names Peer Council Team One's thought-leadership platform and consultancy The Legacy Lab™ has launched The Legacy Lab Honors, an annual peer-voted program recognizing those rare leaders whose brands are making a lasting difference in the world.

"The commercial success enjoyed by so many brands in our Legacy Lab community is matched by equally inspiring stories of personal leadership and ambition," said Mark Miller, founder of The Legacy Lab and chief strategy officer at Team One. "Hearing these stories gave us the idea to honor those brand leaders who inspire us with their ambition, are contributing to profound shifts in culture, and are successfully mobilizing their organization internally and externally to help create lasting change."

Unlike conventional marketing awards, The Legacy Lab Honors will not have an open call for submissions. Rather, the program will bring together a Peer Council comprising such visionary brand leaders as:

Christopher Gavigan, Cofounder of The Honest Company
Craig Hatkoff, Cofounder of the Tribeca Film Festival & the Disruptor Foundation
Herve Humler, Founding Member of The Ritz-Carlton Hotel Company
Toni Ko, Founder of NYX Cosmetics & PERVERSE Sunglasses
Reshma Saujani, Founder of Girls Who Code
Caley Cantrell, Strategy Chair at the VCU Brandcenter (Academic Advisor to the Peer Council)
This council will be tasked with selecting the two laureates: 1) a founder of a brand that has been in business for at least three years; and 2) a "re-founder" who has been leading a more established brand for at least one year.

Laureates will be recognized in two ways. First, their accomplishments will be publicly shared through contemporary media and social channels and, second, laureates will be granted a benefit to pass forward to future leaders.

About The Legacy Lab

Launched in Los Angeles in 2012, Team One's Legacy Lab is a thought-leadership platform and consulting practice exploring the dynamics of long-term brand building in a short-term world, enabling ambitious leaders—remarkable men and women who have succeeded in making their brands enduringly unique, inspiring and influential—even as the times, technology and competition change around them.

The Legacy Lab's central premise is to illuminate the other meaning of "legacy" not as something of depreciating value that holds society back, but as something priceless that's passed forward. It has already developed a diverse and insightful body of knowledge on this important issue through quantitative and qualitative research, semiotics, social listening and in-depth interviews with leaders of some of the world's most influential brands. Our ever-growing community includes the leaders of such influential brands as (RED), The New Yorker, Tribeca Film Festival, Lexus, The Ritz-Carlton and Wimbledon. For more information, visit

Team One is a division of Saatchi & Saatchi North America Inc. For more information, visit 

2016-11-16 00:00:00
TEAM ONE AND LEXUS LAUNCH ANNUAL “DECEMBER TO REMEMBER” SALES EVENT The big red bow and holiday jingle are back as Lexus and Team One launch a new integrated marketing campaign for the annual “December to Remember” sales event.

Anchored by five general market commercials, the ads aim to rekindle adults’ love for the holidays and encourages customers to embrace the childlike sense of wonder that accompanies the season. The spots – with a voiceover that states, “If you’re going to wish, wish big” –position Lexus vehicles as the ultimate object of desire and feature families working together to put in their request to Santa Claus.

The print campaign adopts a similarly playful tone with exclusive illustrations from American artist Andrew Bannecker. The ads show various Lexus vehicles topped with red bows alongside the headline, “Wish, Granted,” and offer a modern interpretation of a classic winter wonderland.

The broadcast spots begin airing Nov. 16 on network and cable television, sports channels and more. You can view the full press release, campaign assets and TV spots here: 

Team One, a luxury and premium agency within Saatchi & Saatchi, is behind the general market campaign. 

2016-11-14 00:00:00
Tim Wettstein Joins Team One As ECD An award-winning veteran of the creative world, Tim Wettstein has joined the fully integrated marketing agency Team One.

With a wealth of international experience including stints in London, Amsterdam and Stockholm, Tim brings additional creative expertise and global cultural perspective to the shop, which includes brands such as Lexus, Indian Motorcycle, EA and The Ritz-Carlton.

“Tim brings a truly integrated way of thinking that will be a perfect addition to the creative leadership team,” said Team One Chief Creative Officer Chris Graves. “He’s a talented creative with a passion for design and problem-solving, and his energy and enthusiasm are contagious. We feel fortunate to have Tim join us at this exciting time and look forward to his leadership in continuing to evolve and push the creative boundaries for our clients.”

Tim is known for his first-to-market executions including the first broadcast TV spot in stereoscopic 3D and the first Interactive Eye Contact Installation that was honored at the AICP Next Awards and is now part of the permanent collection at the Museum of Modern Art in New York. No stranger to firsts, Team One continues to push the industry with market launches such as the unprecedented virtual-reality experience for a broadcast primetime series.

Tim’s passion for finding creative solutions that use technology in innovative ways brought to life Bullseye’s Playground for Target, an immersive, in-store gaming experience allowing the player to physically walk throughout a game and interact with characters within a store environment using Google’s Tango 3D mapping technology. Target was recognized as one of Fast Company’s Most Innovative Companies of 2015 for the initiative.

Tim has also led campaigns for Google, Carl’s Jr, Gillette, Best Buy and Call of Duty and is recognized by Cannes, Webby Awards, CLIO Awards, D&AD, LIA Awards, One Show and the Effie Awards.

A pilot in his spare time and self-declared “engine enthusiast,” Tim’s adoration for cars, motorcycles and planes will bring an added passion to the Lexus brand’s continued design evolution.

Tim will join Executive Director Paul Silverman to lead the Dallas office for the luxury and premium agency. 

2016-08-30 00:00:00