The company does not currently have a domestic creative agency, preferring instead to run pan-European campaigns produced by the German agency Wire.
However, it is thought that Panasonic's UK marketing department, led by the advertising manager, David Bonney, is keen to move towards creative that is more in tune with the UK market and has less of a continental feel to it.
The company has already begun exploratory talks with UK agencies. The brief will be to produce print and broadcast advertising focusing mainly on the Viera range of flat-screen plasma TVs.
So far this year, Panasonic has invested a large proportion of its marketing budget in the pan-European launch of its Lumix range of cameras.
The move is not thought to affect Panasonic's media agencies, Vizeum and Just Media.
The company denied that it was talking to agencies.
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