Toyota’s retail partner in Saudi Arabia, the Abdul Latif Jameel Group has appointed digital agency TH_NK to lead its digital transformation, starting with a revamp of its web and mobile platforms.

The UK-based agency was appointed following a six-way international pitch run by Roth Observatory International.

TH_NK will be responsible for transforming the Toyota brand digital presence in Saudi Arabia across all websites, digital channels and in-showroom technology. TH_NK’s brief will also extend to exploring potential new business models in the country.

Dr. Adel Ezzat, managing director of Toyota Marketing Operations for Abdul Latif Jameel, said: “From a broad mix of international agencies, TH_NK was the clear winner. The whole team demonstrated a great understanding of our brand, our customers and the potential within the sector in Saudi Arabia.”

Tarek Nseir, TH_NK’s chief executive, added: “As a significant player in the new car market, the ambitious team at Abdul Latif Jameel are focussed on maintaining their position by leading the way in one of the most interesting digital markets where, for example, Saudi Arabia has the largest penetration of Twitter users on the planet.”