Toshiba Reviews $30 Mil. Account




LOS ANGELES-The worldwide leader in laptop sales has launched a review for its estimated $30 million account.
Toshiba America’s computer systems division has sent questionnaires to 25 large and midsized shops nationwide, according to sources. Incumbent Bozell Worldwide, Irvine, Calif., was invited to defend but declined.
“We’ve decided not to pursue the their business due to their lack of desire to forge the kind of partnership we have with all our other clients, and our inability to sell through the kind of breakthrough work the Toshiba brand deserves,” said Jim Harrington, general manager of the Irvine agency.
Bonnie Poe, director of marketing for Irvine-based Toshiba, confirmed the review, but declined to comment further. Poe will oversee the agency search, said sources.
Bozell has handled the account since October 1997, when Bozell acquired Toshiba agency Poppe Tyson. Poppe was folded into Bozell as Bozell Worldwide Technology Group.
Agency sources describe Toshiba as a difficult but profitable client. The company has been fighting to maintain its position as the leading worldwide laptop computer manufacturer against such competitors as Compaq.
While the review will include shops nationwide, sources said the winner will be expected to have a Southern California presence.
Toshiba spent almost $28 million on advertising for its computer services division in 1998, per Competitive Media Reporting.




Publish date: April 26, 1999 https://dev.adweek.com/brand-marketing/toshiba-reviews-30-mil-account-24613/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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