The brief, estimated to be worth US$1 million in Thailand, is to relaunch the Lumix and promote its special functions across TV, print, online and mobile. Publicis pitched against Hakuhodo, JWT and Dentsu, which is Panasonic's regional agency-of-record.
Panasonic marketing communications manager, Asia-Pacific, Evelyn Wee confirmed the appointment, and said Publicis won the business based on their “creative strength”.
The pitch was conducted independently of a regional pitch a fortnight ago, which saw BBDO Singapore pip McCann Erickson, Saatchi & Saatchi and BatesAsia to win the business across six markets: Singapore, Malaysia, India, New Zealand and the Philippines (Media, 16 July).
