Toshiba selects WE as AOR

NEW YORK: Toshiba America Consumer Products has selected Waggener Edstrom as its AOR following a competitive bid.

NEW YORK: Toshiba America Consumer Products has selected Waggener Edstrom as its AOR following a competitive bid. 

WE's New York-based consumer marketing practice will lead the account, partnering with the firm's consumer subsidiary Maloney & Fox. The brief will cover Toshiba's television and digital A/V products. The scope of the work will include strategic counsel, new product launches, media and analyst relations, communications planning, and long-term branding initiatives. Waggener Edstrom Worldwide's other global practices, including corporate communications and its Studio D digital strategies group, will support Toshiba as necessary. 

WE began work with Toshiba several weeks ago, Corey duBrowa, president of North America for WE, told PRWeek. 
"The feedback we heard from Toshiba both during the process and after was, fundamentally, they were looking for strategy based on consumer attitude and mindset," duBrowa said. 

He added, the agency would be focused on making Toshiba's technology innovations resonate emotionally with consumers.    

The goal is "getting beyond the technology and making Toshiba's innovations accessible to consumers and helping them connect them with the brand," duBrowa explained.  
Earlier this year, Maria Repole, assistant VP of corporate communications at Toshiba, told PRWeek that the company was conducting a "competitive analysis" to gauge the capabilities of agencies outside of its then AOR, Brodeur Partners. 

“I want to make sure that Toshiba is positioned well to lead the TV market by increasing our brand exposure," Repole said. "We want to make sure that we have the right partner to help us with that strategy.”
Toshiba did not immediately respond for further comment.

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