McQuerter lands Toshiba networks

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.'

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