afaqs!

Panasonic switches agencies yet again

By Neha Kalra , afaqs!, New Delhi | In Advertising | April 13, 2009
Almost a month after the announcement of its new creative and media agencies, Panasonic confirms yet another change in both to afaqs!

Panasonic, the brand spanning consumer, business and industrial electronic goods, has suddenly announced a change in its creative and media agencies very soon after declaring the agencies selected for the respective duties.

A month ago, the electronics corporation had announced Leo Burnett as the new creative custodian for its corporate and home appliances business, while Percept's IBD bagged the Viera (LCD and plasma TV range) and Lumix (digital camera range) businesses. Media Planning Group (MPG) was awarded the media duties.

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However, in a rapid development, Dentsu, which has handled the creative duties for the corporate account as well as the home appliances and business solutions such as telephone handsets and fax machines for around three years, has won back the business from Leo Burnett. However, IBD retains its portfolio.

Percept's media agency, Allied Media, which has been Panasonic's media partner for quite some time, has wooed back the media business.

Confirming the shift to afaqs!, Sabiha Kidwai, director, marketing, Panasonic India, says, "Yes, we have switched our creative duties back to Dentsu (along with IBD) and our media duties to Allied Media."

In a confirmation to the media a month ago, Kidwai had revealed that Leo Burnett was brought on board as its creative partner, along with IBD.

"I know we had brought both Leo Burnett and MPG on board," says Kidwai, and quotes 'internal miscommunication' as the reason for a change in the decision.

In a conversation with afaqs!, Rajesh Aggarwal, president, Dentsu India, confirms that the creative duties have been won by the agency.

In a recent report by afaqs!, current Bollywood sensation from the Kapoor family and Pepsi's face, Ranbir Kapoor, was slated to be pronounced the brand ambassador for Panasonic Viera, the LCD and plasma TV range.

A couple of days ago, the company made a formal announcement to bring Kapoor on board. It is believed that Panasonic is taking a serious look at gearing up the marketing and communication initiatives for the brand.

It is also learnt that Panasonic had allotted Rs 20-25 crore last year for the brand's communication activities. This year, with Kapoor on board, the company plans to step up its communication and is definitely looking at a higher spend.

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