Toshiba Picks Temerlin

DALLAS — Toshiba Computer Systems Group has awarded its $20-30 million creative and media account to Temerlin McClain, the agency confirmed.

The Irving, Texas-based shop bested Doremus of San Francisco and Mezzina/Brown of New York in the finals of a four-month-long review.

Temerlin focused on retail rather than business-to-business in its February pitch.

“I think we really zeroed in on the brand opportunity for Toshiba,” said chief operating officer Mark Denesuk. “Toshiba has a great name, and I think we showed we can build on that and take it even further. It’s a balance of coming up with a brand point of view but getting that across without compromising sales.”

Temerlin plans to move quickly with first work breaking by the end of the quarter. Denusek said the shop’s initial focus will be on print advertising.

Incumbent DGWB Advertising in Santa Ana, Calif., retains Toshiba’s $10 million Electronics Imaging Department account. The agency did not not participate in the review.

Toshiba spent less than $10 million on ads in 2001, according to CMR, but the client plans to tout new product releases this year [Adweek, Dec. 10].

Client representative Aisha Vincenti referred comments to Howard Emerson,vice president of marketing communications. Emerson was not immediately available for comment.