The World: Kuala Lumpur - TBWA-ISC nets Proton's $15m creative brief

TBWA-ISC has won the $15 million creative account for the embattled Malaysian car manufacturer Proton.

The agency picked up the business following a final-stage shoot-out against M&C Saatchi.

The original pitchlist included Leo Burnett, Ogilvy & Mather and the incumbent, McCann Erickson.

TBWA-ISC will now handle the launch of the manufacturer's new 1.3-litre and 1.6-litre two-door hatchbacks, as well as overseeing media duties on the account.

Proton is looking for a new direction after running into problems in the past two years, as lowered car import tariffs have increased competition from non-Malaysian car brands, such as Honda and Kia.

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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).