Black Pencil, Leo Burnett's sister agency, cited conflict with Burnett's regionally aligned client General Motors as its reason to withdraw, while Ogilvy could not meet the tight pitch deadlines.
Agencies were given three weeks to prepare for a pitch that covers the Middle East, Thailand, India and Indonesia as well as Proton's home market.
According to a source, the "tough brief" involves looking at ways to export the struggling brand globally.
M&C Saatchi, incumbent McCann Erickson, JWT and TBWA-ISC\Malaysia remain in contention.
Proton faces a tough future in Malaysia in the face of rising fuel prices and intense competition from foreign imports, particularly from Japan.
Global Proton review rocked by agency pull-outs
KUALA LUMPUR - The global advertising review for Malaysian national carmaker Proton has been hit by two agency withdrawals, with Black Pencil and Ogilvy & Mather both pulling out.
