Toshiba Picks KSL to Handle U.S. Media

Independent media agency KSL has landed the media assignment for the Toshiba laptop and TV set business in the U.S., the agency has confirmed.

Spending on that assignment is estimated at $50 million, per sources, although neither Toshiba nor the agency would confirm that figure.

The incumbent on Toshiba was WPP’s MEC, which handled the account out of its Irvine, Calif. office, where Toshiba (based in Japan) has U.S. offices.

MEC did not defend, and it was unclear what other shops participated in the review. In a statement, MEC CEO Lee Doyle said: “We’ve reached a mutual decision to part ways with Toshiba. Moving forward, we’re excited to explore new opportunities in the technology category that will further enhance our client portfolio.”

Last fall, Toshiba held a creative review for its laptop division, which was won by Los Angeles–based Goodness Mfg, a unit of digital production company Trailer Park. In the fourth quarter, the shop’s first TV spot for the company debuted, featuring hip-hop artist T-Pain.