Inside Grey's Panasonic Campaign

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NEW YORK When Grey was developing a new brand campaign for Panasonic last year, the agency and its longtime client came across some intriguing insights about how consumers viewed the line of electronics.

Research showed that just about every household contained something made by Panasonic, yet the brand had only 21 percent of the U.S. market share.

“People felt about Panasonic the way you might feel about your uncle,” said Grey’s North American chief creative officer Tim Mellors.



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