Responses Are Due Back in $60 Mil. Panasonic Review

NEW YORK Agencies expected to respond to the request for proposal in the $60 million Panasonic review have until Jan. 11 to return initial materials to consultancy Pile and Co., which plans to have a list of about six semifinalists by Jan. 18, sources said.

Shops that plan to respond include Havas’ Arnold and Euro RSCG; Interpublic Group’s Deutsch and Lowe; Omnicom Group’s Merkley + Partners; Publicis Groupe’s Fallon, Saatchi & Saatchi and Publicis-backed Bartle Bogle Hegarty; and WPP Group’s Berlin Cameron United and Young & Rubicam, per sources.

IPG’s McCann Erickson and Omnicom’s BBDO were contacted but are not participating.

Panasonic roster shop The Kaplan Thaler Group, a unit of Publicis Groupe, has not been contacted, sources said.

Both creative and media duties are included, as well as below-the-line marketing chores such as direct and point-of-sale. About 12 to 15 shops, both large and small, were initially contacted.

A decision is expected by the end of February. Secaucus, N.J.-based Panasonic placed its agency, WPP’s Grey in New York, on 90-day notice in November.

Executives at Pile and officials at the agencies and client declined comment.

—Adweek staff report