Magazine article Marketing

Toshiba Switches from Image to Product-Based Campaign Strategy

Magazine article Marketing

Toshiba Switches from Image to Product-Based Campaign Strategy

Article excerpt

Toshiba switches from image to product-based campaign strategy

Japanese consumer electronics giant Toshiba is to drop the image advertising that produced characters like Tosh for a new focus on product-based campaigns.

Marketing director Mark Todd says last week's split with agency GGT will herald a major shift in strategy. "You will see us being much more sales-oriented -- doing more product-focused rather than image campaigns," says Todd.

Last year recession-hit Toshiba abandoned above-the-line advertising to concentrate on consumer promotions. That decision brought accusations of short-termism from companies like Sony, which claimed it was spending 10m [pounds] on advertising (Marketing, September 26 1991)

This year there will be a return to advertising, says Todd. No review is planned and it is likely that existing roster agency Chiat Day will take over GGT's duties.

GGT resigned the account it has held since 1984 after it was appointed by Philips to handle the launch of its mass market multi-media format, Interactive Compact Disc (CD-I). …

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