• by Steve McClellan  @mp_mcclellan, March 16, 2012

Toshiba International Corp., a Houston-based unit that is part of Japan’s global electronics giant, has awarded ad shop Shelton Group the marketing services account for its U.S. LED lighting products division.

The agency-of-record assignment is a new one for the client. Its LED lighting products operation, which was launched less than two years ago in the U.S., did not have an incumbent. According to Kantar Media, the division spent nearly $10 million on ads in 2011. That’s expected to increase as the division grows.

The selection was made without a formal review. The scope of work includes leading overall strategic branding efforts for the division, creative advertising, media planning and buying; PR, online marketing, package design, trade shows and retail promotions.

Toshiba chose Shelton Group because of the agency’s focus on marketing green products to mainstream consumers.

“Shelton is the ideal partner for us because they understand how to effectively position products with sustainable attributes to the mainstream market,” said Peter DallePezze, vice president, product and marketing for Toshiba.

Globally, Toshiba is one of the largest LED lamp manufacturers and it is expected to be a strong competitor in the U.S. as it expands its marketing effort here. Suzanne Shelton, CEO of the Shelton Group, stated that the agency was excited to be "crafting an approach that will change consumer behavior in the lighting category and drive sales for Toshiba.”

Shelton Group, based in Knoxville, TN, is a specialist in marketing sustainable products and services to the mass market. Clients include Georgia-Pacific, First Energy and Lowe’s.