Panasonic has concluded the multiagency pitch that it called two months back for the creative duties of its corporate business. The mandate includes all communication around brand Panasonic. The electronics major has awarded the mandate to Black Pencil, from the Leo Burnett Group, also affiliated with Alpha 245.
Even though neither the agency nor the client was available for comments, industry sources informed that the account size is estimated to be above Rs 20 crore.
Agencies such as Dentsu have been associated with Panasonic prior to this. It may be recalled that Panasonic had recently also awarded the media part of the business to Maxus India.
Black Pencil’s Delhi office is working on the business. Industry sources also informed that the agency has completed shooting the first commercial for Panasonic already.