Shelton Group is chosen by Toshiba International Corporation (TIC) as the agency of record to develop a comprehensive marketing and communications campaign to market its innovative LED lighting products in the United States.

Shelton Group will lead strategic brand efforts for Toshiba LED Lighting in North America, including advertising, media outreach, online marketing, package design, trade shows and retail promotions.

Toshiba chose Shelton Group based on the agency’s exclusive focus, expertise and success in marketing green products to mainstream consumers. As Peter DallePezze, Vice President, Product and Marketing, for Toshiba said, “Shelton is the ideal partner for us because they understand how to effectively position products with sustainable attributes to the mainstream market. They are an integral partner in helping us develop and execute our marketing strategy, competitive position, retail initiatives and overall brand communications.”

While Toshiba LED Lighting is relatively new to the North American market, Toshiba is one of the largest lighting companies and LED lamp manufacturers in the world. It is the first manufacturer with a combined expertise in lighting and LED display technology used in computer monitors and televisions to introduce a full line of LED lighting products in the U.S.