Tech shop Rainier has been hired to handle the brief following a three-way pitch. Account director Sara Mander will head the account.
She said the division, which chiefly manufactures disk drives, was hiring agency support as it required strategic input, proactivity and an increased level of creativity.
Mander said: 'The in-house PR was very minimal and only tactical, just based around press release mailings. They wanted a more proactive strategy and a consultative approach.'
The agency will report to Susan Nowack, head of European marketing at the division. She declined to comment on the appointment.
Rainier will be providing a PR service addressing three audiences: consumers; the traditional original equipment manufacturers that mostly make products which incorporate Toshiba kit in PCs; and those developers within some new markets the company is seeking to enter for the first time. These include the aerospace, automotive and multi-media markets.
The agency is also tasked with incorporating Toshiba storage devices within in-flight entertainment systems.
The agency will provide advice and support for this business push. 'They are looking for applications in those areas and talking to a number of potential partners. We will be working with them developing concepts and deciding how they can market to these sectors,' Mander said.
'We will also be doing a lot of work with the press in those areas, helping to increase the company's visibility with these audiences that are not necessarily familiar with their products,' she added.
The account, which spans 21 countries, is being handled jointly by Rainier and its Rainiernet global network partner PR-Com in Munich. Five staff will work on the account in London and four in Germany.