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
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.