Toronto-based Capital C has become the AOR for both Toshiba and Holt Renfrew, CEO Tony Chapman tells MiC.

Both deals closed earlier this year, and Capital C kicks off its first project with Toshiba this Thursday with the company’s second annual NXNEi Primer Party, aimed at connecting with digital influencers in Toronto for the interactive conference and showing off its latest products.

“The goal is to take advantage of the experts in town for the festival,” says Chapman. “it gives Toshiba the opportunity to get some face-to-face play with influencers. They can come, play with the latest in Toshiba technology and then leave and blog about the experience.”

Toshiba Canada social media and communications manager Melissa Moore says the success of last year’s inaugural Primer Party with Capital C was one of the reasons it hired the company as its AOR.

“We are growing on what we did last year,” she says. “The party last year helped to boost conversations about the brand, up by 3% for the month.”

Moore says working with Capital C will help Toshiba Canada grow its presence in the social media space, a key area for the company’s technology-based products.

Chapman says its first consumer-facing campaign with Toshiba will roll out during the back to school period and involve both traditional and social media components.

Plans for Capital C’s first campaign with Holt Renfrew have not yet been disclosed.