Panasonic hands strategy, creative business to Dentsu Utama

Dentsu Utama has already started work on both accounts with the first campaign expected soon.

Hideo Katakura, vice-president of Dentsu Utama, noted that the convergence of the agency’s business and brand insights in Panasonic's business will ensure better integration and efficiency in terms of overall brand strategy, message and tonality.

Last year, Dentsu Utama was appointed to manage the corporate communication for Panasonic's Eco and Energy business as well as corporate sponsorship including the upcoming Olympics 2012 campaign.

“We are elated to move to the next level of business partnership with Panasonic,” Katakura said. “In order to meet our client's overall business objectives, we need to have an aerial view of the corporate strategy as well as an insightful vision for all of its brands.”

It is understood that the pitch was for the AV portion of the business. Panasonic’s long term agency partner Naga DDB handles the account for electronic durables.