The brief, estimated to be worth US$1 million, is to relaunch Lumix via TV, print, online and mobile. Publicis pitched against Hakuhodo, JWT and Dentsu, Panasonic’s regional agency-of-record. The pitch was conducted independently of a recent regional pitch which saw BBDO Singapore pip McCann Erickson, Saatchi & Saatchi and BatesAsia to win the business in Singapore, Malaysia, India, New Zealand and the Philippines (Media, 16 July).
Thailand is the last market to be reviewed for Lumix. Panasonic marketing communications manager, Asia-Pacific, Evelyn Wee said that in Australia, another key market in the region, there will be no above-the-line activity for the camera.