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.