The business-to-business arm of the tech giant, Panasonic Computer Products Europe, has switched the accounts of both agencies to Amber Group in the UK and the Worldcom network of independent agencies across Europe.
Both agencies had held retainers with the Japanese multinational electronics corporation, although Lewis’ contract shifted to project work towards the end of last year.
Stephen Yeo, marketing director of Panasonic Computer Products Europe, who was charged with reviewing PR spend across the division in January, suggested that the decision was made to go with smaller b2b specialists, where the brand would have a bigger presence.
He said: ‘This was a consolidation move to work with agencies that would consider us as one of their top three clients, so that our contacts in the different countries in our network can pound the streets and make sure that stories are being written about us and awareness is being increased.’
Lewis worked on a pan-European remit for the division’s scanners and electronic whiteboards businesses, while Axicom held the account for the brand’s broadcast tech and professional plasma and projectors business units.
Amber Group and Worldcom will work across the division’s catalogue of products, which includes professional cameras, professional display, projectors, CCTV, high-definition video conferencing, network equipment, intelligent whiteboards and medical products.
Panasonic Computer Products Europe uses Hardcom in France and HBI for Germany.