By Kenny Lim
KUALA LUMPUR – Proton has parted ways with McCann Erickson and appointed Leo Burnett to its advertising account following a four-way pitch.
The national carmaker had called for a review of its creative account in June and had invited Leo Burnett, Milk+Co, Ogilvy & Mather and incumbent McCann Erickson to pitch.
Leo Burnett is now expected to take on campaigns for Proton that would break in local and international markets and would be tasked to help position and promote the car brand globally as well.
In 2008, McCann Erickson emerged victoriously from a three-month long review of Proton’s advertising account. The account was estimated to be worth RM45 million (US$14 million) then.
On the account shift, Tony Savarimuthu, CEO of McCann Worldgroup Malaysia, said: “It has been eight years and perhaps it is also time for us move on and hand the baton over. It was our privilege to work on the Proton account because we overcame a number of challenges to help re-build the brand and achieve success with some of their best cars over the last decade.”
“We continue to have a solid relationship with the Proton management,” added Savarimuthu. “We part company on the best possible terms.”
Savarimuthu further confirmed that McCann is currently working on a number of key assignments for Proton to be completed before the end of the year.
McCann retained the Proton account three times in the past and has worked on the account for eight years.
McCann also recently concluded the launch of Proton’s 25th anniversary celebrations and worked on an eight-episode branded entertainment programme targeting Chinese consumers on 8TV.