The consumer-electronics maker invited six agencies to the pitch: the main incumbent TBWA\Malaysia and McCann Erickson, Dentsu, Grey, Hakuhodo and Naga DDB.
TBWA currently handles Panasonic's Viera and Lumix brands, while Naga DDB takes care of creative for household appliances.
The last time Panasonic reviewed its brand roster was about three years ago. The company recorded a media spend in excess of RM50 million last year alone.
Media duties for Panasonic are handled by Vizeum Malaysia.
This story first appeared on Adoi Magazine.