Toshiba of Canada has invited 22 ad agencies to submit proposals for its $1.5 million business after what the company calls ‘an amicable split’ with Chiat/Day.

Chiat/Day, Toshiba agency of three years and creator of the award-winning ‘Checked-It’ campaign for the Toshiba notebook computer, will not be taking part in the review.

Barbara Minor, Toshiba advertising and public relations specialist, says the company decided to hold a review after an assessment of its advertising needs, a process performed every three years in accordance with company policy.

‘Chiat/Day has been brilliant with its Checked-It campaign, but our needs have changed,’ Minor says.

‘Toshiba now requires an agency to accommodate demands of both creativity and strategy, to provide advertising planning, as well as media planning and buying,’ she says.

Ten short-listed agencies will make presentations and a final decision will be made by the end of the summer. PS