The agency was selected following a five-way pitch that saw Grey, McCann Erickson, Blue Circle, Matari Advertising and Indo Komunika fighting for the account considered to be worth approximately US$2.7 million.
Matari will manage both the creative and media duties for this new brand. It will also manage the communication for Proton’s existing brands in Indonesia.
Until now, Proton Indonesia has been handled by two different agencies. Initially, it was overseen by TBWA, and later shifted to McCann Erickson.
Matari confirmed the news but refused to reveal the name of the new model while the clients could not be reached till the press time.
