Panasonic Canada has chosen TBWA Chiat/Day of Toronto to handle advertising for its consumer products division, an account estimated at more than $3.5 million.

The company began a review of selected agencies early this summer that included 13-year incumbent DDB Canada.

Ian Kilvert, Panasonic’s director of corporate communications, says leaving ddb was the agonizing part of the process. He says he was looking for an agency to take Panasonic into the next century and it was obvious from early in the review that TBWA Chiat/Day was leading in terms of both strategy and creative.

ddb will continue to work on the business until the end of the year, finishing a fall campaign for Technics as well as a new project.

The new agency will begin work next month for advertising expected in spring 1998.

Campaign House of Toronto handles advertising for Panasonic’s industrial division.