JAKARTA – Panasonic has awarded Dentsu Strat its creative duties for the Indonesian market, after a pitch that included four other agencies.
Bates, Go-Ad, Publicis and Grey were believed to have also been involved in the pitch.
Dentsu Strat will handle the creative for all products in Panasonic's home appliance and imaging stable.
The incumbent creative agency is Saatchi & Saatchi, sharing duties with Saatchi Lab.
Panasonic’s entire media and creative business is believed to be worth RP150 billion (US$16.7 million).
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Incumbent WPP first won the business in 2021, and formed a bespoke unit called WPP Open X dedicated to the beverage brand client.
Former creative partner at the agency Polina Zabrodskaya alleges 'harassment and discrimination' after raising concerns about campaigns.
The deal could give WPP, which owns a 40% stake in the research company, a new source of cash after the ad giant suffered a $55 million profit drop in its latest earnings.
The group is urging shareholders to demand greater transparency on fossil fuel-related risks, before approving the merger.
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