Panasonic Picks Shop for Europe

NEW YORK StrawberryFrog has won Panasonic’s estimated $75 million pan-European advertising business, according to sources.

The independently owned agency will handle the assignment out of its office in Amsterdam, the Netherlands.

StrawberryFrog won the assignment after a review involving several international shops. That contest began at the end of the summer, and the other contenders could not immediately be determined.

Additional international markets may be included, but the work will center on Europe, sources said.

The shop is a new addition to the client’s roster, tasked with developing campaigns for Panasonic’s Viera line of LCD plasma televisions and its Lumix line of digital cameras.

StrawberryFrog referred calls to client officials, who could not immediately be reached.

The assignment comes eight months after Panasonic shifted its North American account to MDC Partners’ Kirshenbaum Bond + Partners in New York from crosstown shop Grey, a unit of WPP Group [Adweek Online, March 6]. KB+P prevailed in that $60 million review over finalists Arnold, a unit of Havas, and Merkley + Partners, a division of Omnicom Group.

Home electronics marketing has been a malleable category this year.

Panasonic rival Sony has also been active of late, switching its U.S. consumer assignment this month to a team from Omnicom Group’s BBDO and independent 180 [Adweek Online, Nov. 3]. That work had been at Havas-owned McKinney. Separately, Sony is in the final stages of a review for its global assignment, with WPP’s Berlin Cameron United and Interpublic Group’s Fallon as finalists.