Bates saw off a challenge from Dentsu Utama to win the business. A campaign is expected to break in the third quarter of 2007. The Honda City is the company's entry-level marque, aimed at young adults and families.
Bates currently handles the Honda Civic and Accord brands, as well as the company's corporate and CSR work. Ajay Thrivikraman, MD of BatesAsia 141 Malaysia, commented: “We have a team which understands the nature of the automotive business in Malaysia as well as the strong, challenging spirit values inherent within Honda."
Separately, Bates Malaysia has won a one-year contract for the Malaysian External Development Corporation, MATRADE, after a pitch involving 20 undisclosed agencies. The assignment involves developing communications to promote MATRADE’s services and events locally and internationally. MATRADE is the external trade promotion arm of Malaysia’s Ministry of International Trade and Industry.
