Dentsu Utama, the local office of the global Dentsu Network has won the strategy and creative duties for Lumix and Viera after a competitive five-way pitch.

The intense two-week pitch process was to determine the best agency to integrate both brands with innovative solutions, although not necessarily looking to award the same agency to handle both accounts. Dentsu Utama won top marks for their insightful inspiration and single compelling manifesto that work seamlessly across multiple platforms. The agency has started work on both accounts immediately and expects to kick off the first campaign soon.

"We are elated to move to the next level of business partnership with Panasonic. 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," said Hideo Katakura, Vice President of Dentsu Utama.

He added that the convergence of their business and brand insights in Panasonic's business will ensure better integration and efficiency in terms of overall brand strategy, message and tonality.

Dentsu Utama was appointed last year to manage the corporate communication for Panasonic's Eco and Energy business as well as corporate sponsorship such as the upcoming Olympics 2012 campaign. The new mandate expands Dentsu Utama's footprint with Panasonic significantly.