Panasonic moves $10.8m media account

Panasonic has appointed Universal McCann to handle its estimated $10.8 million media account. Panasonic spent nearly $11 million on main media in the 12 months to November 2009, up on $10.3 million spent the previous corresponding period, according to research firm Nielsen.

According to advertising industry magazine Ad News, UM won the account following a competitive pitch against OMD and Ikon. . The $10.8 million account was handled by Essence Media for the past five years. The Campaign Palace handles Panasonic’s creative advertising account.

Panasonic director market communications Gemma Lemieux, told Ad News: "UM most clearly demonstrated the synergies that can be created in leveraging the Panasonic brand across a gamut of media channels.

"This is a significant year for Panasonic where we are looking to build on the market success on sub-brands such as Lumix cameras, as well as introducing 3D TV to Australian consumers for the first time. This new relationship is important for the next phase of Panasonic's brand development," she said.