IRVINE, CA: Toshiba Americas Business Solutions (TABS) has chosen The Jeffrey Group to help promote its business products in Latin American markets.
A subsidiary of Irvine, CA-based Toshiba, the world's fifth-largest electronics and electrical equipment company, TABS serves the Latin American and Caribbean markets with products including copiers, fax machines, and other business equipment.
The retainer-based relationship with The Jeffrey Group is TABS' first attempt at a regional PR plan. Until now, the company has worked with individual agencies in each country.
"So much of the news in Latin America flows across borders," pointed out The Jeffrey Group's Jeff Sharlach. "But these days, it's really important that whatever multinational companies are doing is coordinated between the countries."
The Jeffrey Group will begin the relationship this month with the launch of e-STUDIO 120 and 150 copiers, designed for small-business use. It will also handle general media relations and brand awareness efforts.