TOSHIBA CHOOSES NEW AGENCY
By Adnews Staff
Promanad Communications of Mississauga, Ont. is the victor in the battle for the Toshiba of Canada computer account. The agency came out on top last week in a competition with Bozell Palmer Bonner and D'Arcy, Masius, Benton & Bowles, both of Toronto. The Gingko Group dropped out of the race because of a possible conflict of interest. Promanad was given the business because it is a fully integrated agency, Toshiba advertising and PR specialist Barbara Minor told Adnews yesterday. It can handle advertising and all other marketing services such as collateral materials and direct mail. The budget for the account is $1.5 million. Toshiba's previous agency, TBWA Chiat/Day Advertising of Toronto, created the popular "Checked It" TV commercial for Toshiba's notebook computers, a spot which won gold at both the Bessies and Clios, and a silver at the Marketing Awards. Nevertheless, a review was called because it is Toshiba's policy to do so every three years.