The company had been looking to consolidate its communications business into a single agency, and invited McCann and TBWA to pitch at the beginning of the year. Universal McCann, McCann’s sister media agency, was awarded Proton’s media business without a pitch.
“We want an agency who will offer a lot of operational support for the introduction of new products,” said Proton’s head of group marketing communications, Yusri Yusuf.
“We want a marketing programme that will make the perception of our brand more favourable. McCann’s business plan was the closest fit with our proposals.”
The brief also involves creating greater consistency in Proton’s marketing across territories.
