The IPG shop edged out McCann, BBDO, Grey, TBWA and JWT after credentials presentations and case study submissions. The incumbent was Panasonic's regional agency-of-record Dentsu.
Lowe takes on a brief to promote the Japanese electronics firm's Business System Division, which manufactures closed-circuit television units, plasma display panels, teleconferencing systems and iris recognition security technology.
Lowe takes on a brief to promote the Japanese electronics firm's Business System Division, which manufactures closed-circuit television units, plasma display panels, teleconferencing systems and iris recognition security technology.
Panasonic's relationship with Naga DDB, which handles the electronics firm's audio video products and home appliances, was not affected by the review.
“Our strategy to create high value ideas gives us a strong platform to outgun larger Agencies that have more diverse resources than us,” said Lowe Malaysia’s MD, Khairudin Rahim.
He added: “The platform now has an impressive series of client success. This allowed us to demonstrate and showcase our effectiveness. It was key to our Panasonic win.”
The win comes a week after Lowe KL's capture of Ayamas, a take-home chicken products brand from the KFC Holdings group (Media 19 February).
