TBWA India has won the Panasonic Consumer Electronics business. The agency would look after for both – media as well as the creative duties for the account.
While confirming this development with exchange4media.com, Benny Thomas, Vice President, TBWA India said, “Panasonic is one of the world's leading brands, across categories. We are proud to partner with them in their marketing efforts in India. They were looking for category expertise and involvement. I think our strategic vision and enthusiasm for the brand helped them choose us."
Talking about the account size, Sivaramakrishnan, Assistant GM, Corporate Brand Management, National Panasonic said, “The account would be worth around Rs 8 to Rs 9 crore.”
TBWA India would handle integrated communications for Panasonic’s AV products – digital video cameras, colour televisions, audio and home theatre systems. The new creatives for the account would come up soon. “Well, it would be out by the second week of April,” said Thomas.
“The account was awarded on the basis of the pitch where three agencies – TBWA India, Bates India and Enterprise had participated. All the three agencies demonstrated wonderful work. But on an aggregate, TBWA India scored high and we awarded the business to them,” said Sivaramakrishnan. “We considered the parameters including strategic and creative presentation, the accessibility of the senior professionals, consumer durables experience of the agency, and the infrastructure and the network of the agency,” added Sivaramakrishnan.
The account that was earlier with McCann-Erickson, would now be under the stewardship of Thomas of TBWA India. “In a later stage, we might take on somebody on board to look after the account,” he added.
Last week, the agency also won the account of dog food brand, Pedigree. The account moved out of Grey Worldwide.