The move "improve or else" edict comes hot on the heels of a major review by Panasonic who have dropped Essence Media in favour of Universal McCann as their media buying agency.

 The review was the first in five years for Panasonic who are now a major player in the Australian TV, air conditioning and digital camera markets.

This year Panasonic will spend over $11 Million dollars with the Japanese Company set to go head to head with Samsung, Sony and LG in the 3D TV market. They also set to expand their Lumix camera marketing in a battle with Nikon, Canon and Sony.

Panasonic director market communications Gemma Lemieux, said, "Universal McCann most clearly demonstrated the synergies that can be created in leveraging the Panasonic brand across a gamut of media channels. This is a significant year for Panasonic where we are looking to build on the market success on sub-brands such as Lumix cameras, as well as introducing 3D TV to Australian consumers for the first time. This new relationship is important for the next phase of Panasonic's brand development."

According to ADNews Universal McCann Australia CEO and President of Asia Pacific Henry Tajer said, "We brought the full extent of our capabilities in one team to Panasonic. It is a privilege to be chosen as their media communications partner."