Panasonic to change agencies

Panasonic, the brand spanning consumer, business and industrial electronic goods, has announced a change in its creative and media agencies.

Just a month ago the Japanese electronics company had announced Leo Burnett as the new creative custodian for its corporate and home appliances business.

Now, Percept's IBD has bagged the Viera (LCD and plasma TV range) and Lumix (digital camera range) businesses, while The Media Planning Group (MPG) has been awarded the media buying mandate for Panasonic.

Dentsu, which has handled the creative duties for the Panasonic corporate account as well as the home appliances and business solution products 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 reportedly wooed back the media business. Incidentally, just last month, Pepsi's face, Ranbir Kapoor, was announced as the brand ambassador for Panasonic Viera, the company's LCD and plasma TV range.