Toshiba lists six agencies for £7m Euro rebranding pitch

Toshiba’s Europe’s computer systems division has shortlisted six agencies for a &£7m pan-European rebranding campaign.

The London office of direct marketing agency Brann, which handles Toshiba computers in the UK, is among them. The others are: FCB Paris, the German offices of Bates Worldwide, Hakuhodo – which handles Toshiba computers in Japan – Rempen & Partners and Scholz & Friends.

The account will be administered by Toshiba computer systems’ German office in Neuss.

European incumbent Duckworth Finn Grubb Waters did not repitch.

Mathias Kramer, the division’s senior manager for marketing communications, says: “The selected agency will create a new brand communications concept, and act as the lead European agency in daily business.”

Industry insiders believe the winning agency will be asked to focus on below-the-line work.

Pitches are to be held over the next two months, with a decision expected in April.

Toshiba’s computer division ended its relationship with Duckworth Finn in the UK last year, but the agency has continued to produce ads for the European market.

Walsh Trott Chick Smith will continue to handle Toshiba UK’s advertising.

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