Channel Assist and Panasonic end their 5-year partnership

Panasonic has announced that they have appointed REL as their new field marketing agency as of October 2018, as their successful five-year partnership with Channel Assist comes to an end.

Channel Assist (CA) helped to grow and sustain a substantial increase in market share for Panasonic, across both Currys and John Lewis stores. During this 5-year partnership CA pioneered a new way of deploying resource and enabled Panasonic to deliver continual growth, not only within key retailers but against the backdrop of a highly competitive TV market.

In recognition of their performance, Channel Assist’s highly engaged and motivated team, won Gold for Best New Business in 2014 and Gold for Outsourced Sales Performance of the year (both FMBE Awards). This type of performance can only be made possible when there is passion and a firm belief in the Panasonic brand and its impressive product portfolio with its outstanding picture quality.

The appointment of REL, coincides with Panasonic’s ambition to focus on premium TV growth & to explore innovative ideas on how to deliver an impactful instore experience.

David Preece, Marketing Director of Panasonic UK & Ireland, said, “ Following a tough pitch process REL demonstrated a real passion to work with Panasonic, a proven focus on developing their staff, and an ethos very much in line with Panasonic’s business philosophy.  We are also extremely grateful for the high level of execution consistently delivered by Channel Assist. They developed a team of exceptional calibre and continuously sought new ways to positively influence results on the shop floor. ”

Alex Robinson – Business Unit Director from REL commented: “Following our 2 year relationship with Panasonic on the kitchen category, we are delighted to have the opportunity to expand our remit and support Panasonic’s high ambitions to grow the premium TV market segment. We are looking forward to building on the strengths of the current team and drive focus on the opportunities to develop Panasonic TV sales. ”

Victoria Satterly, MD and Founder of Channel Assist said , “It has been an honour to help make a difference whilst acting as brand guardians for Panasonic TV. Their unique way of embracing new technologies is exemplified by the industry-leading quality of their LED and OLED TVs. Obviously, we will miss working with Panasonic but we all know that change is what keeps our industry alive, and so we wish REL the best of luck as they support Panasonic TV through the next phase of their journey’

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