Following a competitive pitch process, Vizeum has been awarded the brief to handle all media planning and buying for Japanese electronics giant Panasonic on its forthcoming regional campaign, dubbed as its largest ever activity.
Panasonic works with a roster of agencies on a project basis, tendering from campaign to campaign. The upcoming thematic brand campaign is set to highlight the brand’s heritage of Japanese quality and craftsmanship, while focusing on its forward thinking and innovative approach to discerning consumers with a high intensity 360° campaign.
The agency’s mandate is to build the brand equity of Panasonic while delivering on its proposed campaign concept, ‘Makers of Quality, Mastered in Japan’ through print, digital, TV and out of home media.
“When launching a large scale campaign across the Middle East region, it was imperative for us to choose an agency that had in-depth knowledge and thorough insights of the market. While the selection was challenging, Vizeum’s overall media planning and buying strategy for our campaign gives us the confidence to create strong business impact and bolster our brand equity,” said Anthony Peter, Director, Corporate Communications Division, Panasonic.
Key to the agency’s selection was its strength in integrated planning across diverse markets with unique challenges, superior client servicing and the ability to understand the brand’s deeper business strategy in order to deliver growth through media.
Vizeum will manage the account from its UAE office but coordinate with its network to plan campaigns across the Middle East region.
“We have built strong credibility with Panasonic by delivering on previous campaigns. It has always been a pleasure to work with them, and being awarded the brief for their largest ever MENA campaign is testament to both the Vizeum team and our strong use of data, insights and proprietary tools across the region,” added Anouk Bondroit, Managing Director, Vizeum MENA.
