$50 Mil. Toshiba EMEA Goes to Grey

CHICAGO Toshiba has consolidated creative duties on its estimated $50 million European, Middle-East and Africa account at WPP Group’s Grey after a review.

The assignment will encompass all of the company’s consumer products and computer systems divisions.

“This is a historic step for Toshiba and not something we have done previously,” said Stephen Beresford, senior manager of European marketing communications at Toshiba, in a statement. “We’re confident that it will help to deliver greater impact for the brand and support the convergence that now exists between the computer and consumer electronics markets.”

The shop’s London office won the account after a review that included the crosstown operations of Publicis Groupe’s Saatchi & Saatchi and WPP’s Young & Rubicam. The business had previously been handled by several agencies.

“This is a fantastic result. We are thrilled at the opportunity to work with a brand of such potential and can’t wait to get started,” said Chris Hirst, managing director of Grey London. Advertising breaks later this summer.

Toshiba is currently vying with Sony to set the market standard for high-definition DVD players. Toshiba was first to market with its HD-DVD technology, but Sony is hoping it can gain the upper hand by packaging its Blu-ray system with its popular PlayStation 3 videogame console.