The ToughBooks range has previously been sold only directly to organisations such as the British Army and BT, which need durable computer equipment.
But Panasonic has hired Publicis Consultants as it prepares for the October launch of ToughBook Light – which will be aimed directly at consumers.
‘At the moment, consumers do not think of Panasonic when they think of laptops, but we hope to change that in order to be able to compete more with brands such as Toshiba and Dell,’ said Oliver Ledgard, marketing executive at Panasonic UK.
The agency’s brief includes work in the UK, Germany, France and Italy.
Publicis Consultants, which is part of the Publicis Group, will promote ToughBooks to lifestyle and consumer press, as well as specialised media such as sports titles. Director Marie Ennis has overall responsibility for the account.