Panasonic Canada reviews after 11 years

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TORONTO -- Panasonic Canada has begun an agency review for its consumer products division with the aim of building a strong new image to take it into the next century.

Panasonic's director of corporate communications, Ian Kilvert, says the company is not unhappy with its agency of record for 11 years, DDB Needham Canada of Toronto, but that it is time for a review. Kilvert is responsible for all advertising and public relations for Panasonic.

Fourteen agencies, including DDB Needham Canada, have been sent an initial questionnaire, and four of those will be shortlisted along with DDB, says Kilvert.

Presentations should get underway in late September for an early October decision.

Over recent years, Panasonic has concentrated its ad message on the youth market, particularly its ShockWave personal stereo products which it has advertised on MuchMusic, a youth-targeted specialty music television channel.

Now Kilvert says its time to target the over-30 crowd with digital audio and video products. Panasonic Canada is owned by Matsushita Electric Industrial of Japan.

Copyright July 1997, Crain Communications Inc.

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