The IPG shop edged out McCann, BBDO, Grey, JWT and TBWA; the incumbent was Panasonic’s regional agency-of-record Dentsu.
Lowe takes on a brief to promote the Japanese electronics firm’s business systems division, which manufactures closed-circuit TV units, cordless telephones, plasma display panels and teleconferencing systems. Panasonic’s relationship with Naga DDB, which handles the electronics firm’s AV products and home appliances, was not affected.
Lowe takes on a brief to promote the Japanese electronics firm’s business systems division, which manufactures closed-circuit TV units, cordless telephones, plasma display panels and teleconferencing systems. Panasonic’s relationship with Naga DDB, which handles the electronics firm’s AV products and home appliances, was not affected.
“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 managing director Khairudin Rahim.
“The platform now has an impressive series of client success, which allowed us to demonstrate and showcase our effectiveness.”
The win comes shortly after Lowe’s capture of Ayamas, making it four wins in a row in recent months for the agency. Panasonic and Ayamas follow Kuwait Finance House and Etiqa Insurance on to the Lowe client list.
Ayamas is a take-home chicken products brand from the KFC Holdings group. The agency scooped the RM1.2 million (US$400,000) business after a pitch against Grey, Publicis, the incumbent, and Ogilvy & Mather.
Lowe’s brief is to build on the brand’s lead in its sector ahead of rivals Ayam A1, Dindings and Farm’s Best.
