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The agency will raise the profile of the brand in the region, which is currently dominated by Fuji Xerox, Canon, Ricoh and Sharp.

The account will be run out of Singapore, Toshiba's headquarters for Asia-Pacific and the Middle East.

Separately, DDB has been picked to handle the launch of the shopping mall Ion Orchard. DDB was given the nod ahead of TBWA\Tequila, McCann Erickson, the local agency Asylum and two other undisclosed shops.

Ion Orchard is part of a retail and residential development located in the centre of Singapore's upscale retail district, Orchard Road.