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.



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