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Dentsu Bags Creative For Lumix And Viera

By: Malati Siniah, Malaysia

Published: 3 hours 49 min ago

 PANASONIC   OLYMPICS    LUMIX

Malaysia - Following a 2-week 5-way pitch, Dentsu Utama, the local office of Dentsu Network has won the strategy and creative duties for Panasonic's digital camera range Lumix and its television range Viera.

The pitching process was to determine the best agency to integrate both brands with innovative solutions. However, Panasonic was not necessarily looking to award the same agency to handle both of the accounts.

Dentsu Utama has begun work on both accounts and expects to kick off its first campaign soon.

Last year, Dentsu Utama was appointed to manage the corporate communication for Panasonic's Eco and Energy business and corporate sponsorship for the Olympics 2012 campaign.

Commenting on the agency's latest win, Hideo Katakura, vice president of Dentsu Utama said: "We are elated to move to the next level of business partnership with Panasonic. In order to meet our client's overall business objectives, we need to have an aerial view of the corporate strategy as well as an insightful vision for all of its brands,"

Last month, Panasonic kicked off an integrated campaign introducing new range of its Lumix digital cameras targeted at women. It also recently invested RM15 million to market its newly launched Smart VIERA TV.

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