NEWS: Four shops to fight for pounds 6m revamp of Proton ad strategy

Proton Cars, the Malaysian car manufacturer, is talking to four agencies about a top-secret pitch for its pounds 6 million advertising account.

Proton Cars, the Malaysian car manufacturer, is talking to four agencies

about a top-secret pitch for its pounds 6 million advertising account.



The company has been a magnet for UK agencies since it first launched

here six years ago at the low-cost end of the market. However, until now

its enduring relationship with the small Warrington-based agency,

Quadrant, has proved too strong to break.



In May, the Malaysian parent company took full control of its UK

subsidiary for the first time, causing a change in direction at the car

importer.



The move has opened the door for outsiders to have a serious crack at

its mainstream advertising account for the first time.



Creative and strategic pitches are scheduled in January from McCann-

Erickson Bristol, Mitchell Patterson Aldred Mitchell, and two

Manchester-based shops - BDH and Stowe Bowden Wilson. Quadrant has not

been invited to repitch.



Both the national sales manager of Proton Cars, John England, and its

chief executive officer, Mohamed Zainal, were out of the country as

Campaign went to press. However, a spokesman for the company confirmed

that a review was under way.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).