The sponsorship agency will work with the consumer electronic company’s marketing team on related campaigns as it seeks ways to maximise return on the Olympic investment.
Panasonic is an official worldwide partner of London 2012. It has exclusive marketing rights for the audio, TV and video equipment category worldwide and can use Olympic and Team GB imagery in its campaigns.
The electronics maker has stepped up its marketing activity this year despite falling worldwide sales. It renewed its title sponsorship of the Toyota Formula 1 team through to 2012 in January while also committing to increasing its online ad spend “exponentially” this year.
Globally, group sales for the year to March 31 dipped 14% to 7.7bn Japanese Yen
as demand for electronic goods dipped in the wake of the worldwide recession.
Earlier this year, Panasonic appointed Spanish agency Atletico to handle its pan-European advertising account.