IRVINE, CA: Toshiba hired Access Communications as North American AOR for its digital products sector.
Access was awarded the seven-figure account after a competitive review with two other agencies in the final round, according to sources close to the review.
Those sources also said the division's former AOR, Maples Communications, did not participate in the bid, but neither Toshiba or Maples would confirm. Bob Maples, president of Maples Communications, said he was “saddened” about Toshiba's decision to change firms.
Access will raise brand awareness for laptops and other items in the company's digital products division. Outreach will target consumers and businesses with social media and traditional press relations.
“We are going to put a strong emphasis with online and social media,” said Michael Young, SVP at Access. “Yet, there are still strong traditional media outlets like PC Magazine and PC World.”
Terry Cronin, VP of marketing communications and digital communications at Toshiba America, said it chose Access because it's bicoastal, among other factors.
The review was conducted by Swerling & Associates.