Proton taps TBWA-ISC for new direction

Embattled Malaysian car manufacturer Proton has handed its advertising business to TBWA-ISC after a final stage shootout against M&C Saatchi. <BR><BR> TBWA-ISC will now handle the launch of Proton's new 1.3L and 1.6L two-door hatchback this year, as well as oversee media duties. The first round of the pitch also involved Leo Burnett, Ogilvy & Mather and incumbent McCann Erickson, which has had the account since 2004. <BR><BR> The company is said to be looking for a new direction after running into problems in the last two years as lowered car import tariffs have increased competition from non-Malaysian car brands such as Kia and Honda.