Universal McCann wins Panasonic media

Panasonic Australia has awarded Universal McCann its media account after a final three-way pitch with Ikon and OMD.  UM will manage all aspects of Panasonic’s media communications including planning and buying.

A key focus of the review and pitch process for Panasonic was to clearly map the future for the brand in Australia as well as to evaluate the communications potential of all media to reach consumers effectively and accelerate Panasonic’s brand presence and appeal.

“UM most clearly demonstrated the synergies that can be created in leveraging the Panasonic brand across a gamut of media channels,” said Gemma Lemieux, Director, Market Communications, Panasonic.

“In particular, the agency’s understanding of how to command earned, paid and owned media to make Panasonic a more holistic brand, in a very crowded marketplace, was most impressive.

“This is a significant year for Panasonic where we are looking to build on the market success on sub-brands such as LUMIX cameras, as well as introducing 3D TV to Australian consumers for the first time.  This new relationship is important for the next phase of Panasonic’s brand development.”

Henry Tajer, CEO of UM Australia and President of UM Asia Pacific, said the Panasonic win was a major development for the agency. “We have been building capabilities that not just match, but are ahead of today’s dynamic media communications environment,” said Tajer. “The shape and scope of the agency’s operations have changed dramatically over time so we can bring truly new and effective solutions to our clients.

“We brought the full extent of our capabilities in one team to Panasonic. It is a privilege to be chosen as their media communications partner and the team is eager to deliver on the opportunities we have identified for Panasonic.”