Panasonic Corporation is reviewing the creative business of its entire portfolio. The electronics major has been in discussions with agencies over the last couple of weeks, and is expected to take a call soon. Industry sources informed that the business was estimated to be in the vicinity of Rs 15 crore to Rs 20 crore.
Dentsu and Percept are the incumbent agencies on the business. Allied Media is the media agency.
Panasonic Corporation has a wide range of products in its portfolio – from audio-visual and information equipment to home appliances and components. Company officials have confirmed to exchange4media that the pitch process was underway and that a decision would be arrived at shortly. Details on the other agencies were not available at the time of filing the report.
It is understood that the client plans to appoint two agencies on its roster to handle the creative business. It may also be recalled that in September 2008, Panasonic had appointed IBD India, the creative arm of Percept, for the creative duties of two of its brands – Viera and Lumix.