The decision to change PR agencies followed a major Panasonic event in Adelaide, when the company tried to launch in partnership with Blacki McDonald new TVs, digital cameras, sound gear and home theatre kits all at once.
According to sources who have since left, Panasonic management at the Japanese Company “were not impressed” with how the event “panned” out.
Porter Novelli will deliver the PR component of the brand’s integrated marketing strategy, with a focus on developing communications strategies that support the brand’s corporate, consumer electronics and B2B divisions.
Panasonic’s Managing Director, Steve Rust, said: “Porter Novelli offer a wide range of PR services covering traditional media, new digital media and influencer programs. They have a large and energetic team and a strong client base, many of whom have remained with PNS for many years. Panasonic is looking forward to leveraging their team and services to support our activities across the consumer and commercial markets.”
Annalise Brown, Managing Partner at Porter Novelli, said: “Porter Novelli Sydney is squarely focused on brand communications. We have strong heritage and expertise in consumer, technology and health and wellness”.
PN won the business following a four-way competitive pitch, and will start managing the Panasonic account from 15th July, 2013.
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