TBWA-ISC lands Proton account

Proton is reportedly in talks with Chinese carmaker Chery to form a strategic alliance, which would allow the companies to produce and sell cars in both markets. Proton ran into problems over the last two years, when tariffs on car imports were lowered, and it expects to benefit from Chery's low-cost manufacturing capabilities. Proton faces competition from Perodua, its local rival, and imported marques such as Kia and Honda. TBWA-ISC will handle the launch of Proton's new 1.3L and 1.6L two-door hatchback this year, as well as overseeing media duties. Leo Burnett, Ogilvy & Mather and incumbent McCann Erickson, which had held the account since 2004, also pitched for the business.