$60 Mil. Panasonic Mulls 6

BOSTON Panasonic today said it would hear from six semifinalists in the review for its marketing account. The work in play is worth an estimated $60 million.

In the hunt are independent Modernista! in Boston and five New York agencies: Havas’ Arnold, WPP Group’s Berlin Cameron United, Publicis Groupe-backed Bartle Bogle Hegarty, MDC Partners’ Kirshenbaum Bond + Partners and Omnicom Group’s Merkley + Partners.

The consumer electronics company in Secaucus, N.J., initially contacted about 12-15 shops [Adweek, Jan. 16].

Both creative and media duties, as well as below-the-line marketing chores, are up for grabs.

WPP’s Grey in New York had handled creative and sibling MediaCom worked on media chores. Panasonic put those shops on 90-day notice in November.

Finalists will be named early next month, with a decision by the end of February. The search is being led by consultancy Pile and Co. in Boston.