The account, worth £5m in the UK alone, was divided between a few agencies, but the main incumbent in the UK was Universal McCann, which also held the account in the Netherlands and Belgium.
The account was awarded after a three-month pitch process managed by Effective Media Management, which also saw a bid from Starcom.
The move was co-ordinated by Panasonic's European marketing headquarters in Germany, together with Vizeum’s worldwide headquarters in London.
The consumer electronics giant said the account included consumer, business and mobile products, but not batteries, and media would continue to be bought on a country-by-country basis and
Vizeum’s worldwide business director, Simon Sadie, will lead the account team.
Paul Williams, Panasonic Marketing Europe GmbH advertising group manager, said: “We chose Vizeum for their depth of knowledge, enthusiasm and, importantly, for their unique focus on consumer motivation.”
Martyn Rattle, chief operating officer for Vizeum, said “We look forward to applying our understanding of consumer motivation to help Panasonic further strengthen its brand in Europe as well as looking forward to implementing the strategies in a highly cost-effective way.”