Press Release
Shelton Group to Shine Light on Toshiba’s Innovative New LED Lighting

KNOXVILLE, TN – Toshiba International Corporation (TIC), a leader in solid-state lighting, has chosen Shelton Group as the agency of record to develop a comprehensive marketing and communications campaign to market its innovative LED lighting products in the United States. 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. “Toshiba is uniquely positioned to transform the lighting landscape in a way no one else can,” said Ken Honeycutt, Senior Vice President and Chief Venture Executive. “Unlike other lighting companies, Toshiba has extensive experience in the lighting industry, as well as electronics. We are 100 percent committed to LED technology as the future of lighting. “In short, we have the technological know-how to merge lighting with cutting-edge semi-conductor technology, and deliver the next generation of lighting products for the masses, much as we brought laptops to the masses in the U.S.,” Honeycutt added. Toshiba chose Shelton Group because of the agency’s exclusive focus, expertise and success in 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. “They are an integral partner in helping us develop and execute our marketing strategy, competitive position, retail initiatives and overall brand communications.” 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. “We are honored to work with Toshiba, a brand known for quality, performance and technology,” said Suzanne Shelton, CEO and founder of Shelton Group. “As with most innovators, Toshiba is expected to fundamentally shake up the category. We’re excited about being a part of that and our role in crafting an approach that will change consumer behavior in the lighting category and drive sales for Toshiba.” About Toshiba International Corporation Toshiba International Corporation (TIC) is a Toshiba America Inc. (TAI) Group Company, a wholly owned subsidiary of Toshiba Corporation. TIC is headquartered in Houston, Texas, and employs approximately 1,100 people. TIC provides application solutions to a wide range of industries including lighting systems, industrial, power systems, and transmission and distribution systems. For more information about TIC, please visit About Toshiba International Corporation’s LED Lighting Systems Division Toshiba International Corporation’s LED Lighting Systems Division provides the North American market with a variety of high‐efficiency LED products. Drawing upon Toshiba’s 120‐year heritage of lighting innovations in Japan and world‐class electronic and semi-conductor technologies, the LED Lighting Systems Division is emerging as a leader in solid-state lighting. The LED Lighting Systems Division is committed to providing lighting solutions that enhance the quality of life and meet the diverse needs of its customers. Further information is also available online at For more information, email [email protected] Further information on Toshiba’s LED Lighting products may be found by visiting About Shelton Group Shelton Group is an advertising agency located in Knoxville, Tennessee, focused exclusively on bringing sustainability to the mass market. The agency partners with world-class organizations including Georgia-Pacific, First Energy, and Lowe’s to develop and implement sustainability marketing campaigns that drive change and drive results.


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