IRVINE, CA: The network products division of Toshiba America
Information Systems has chosen the McQuerter Group as its PR agency of
The tech agency signed a year-long agreement with the Toshiba division,
beating out three to four other agency pitches. The client had been
working with a freelance practitioner for three years previously.
Toshiba's network products line includes cable modems and computer
services and accessories. Chris Boring, marketing and communications
manager for the division, said 85% growth in cable modem business over
the last quarter, combined with a shift in focus from b-to-b to both
b-to-b and b-to-c operations motivated the company to make the leap to
agency representation. Also, the division, which has traditionally only
offered one or two products at a time, will roll out four or five major
products in the next six months.
'We felt like we needed to make more of an investment on the PR side,'
said Boring. 'The audience grew tremendously so we needed to have an
agency on our side that could handle that.'
Boring said the division chose McQuerter Group based on past client work
and knowledge of the technology marketplace.
'The last thing I wanted to do was educate our PR team about our
business,' said Boring. 'The learning curve for McQuerter Group was much
shorter than it would have been for any other firm out there.'