PROTON appoints Leo Burnett & Arc Malaysia as Global Agency of Record

ASIA-PACIFIC – Leo Burnett & Arc Worldwide Malaysia has been appointed by national automaker, PROTON Holdings Berhad as the global agency of record integrating the national car company’s group branding and marketing communications.

This appointment follows a creative review that took place earlier, which also involved agencies including incumbent, McCann Erickson, Ogilvy & Mather, and Milk & Co.

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Tan Kien Eng, CEO of Leo Burnett & Arc Worldwide Malaysia and Singapore, said, “As Malaysians, having the chance to work with, and be part of the team to help grow a national icon like PROTON to its next level of progress is of huge significance to us. PROTON has come a long way since its beginnings in 1985 and we are definitely looking forward to leverage our HumanKind approach where we put people at the center of everything we do and identifying a brand human purpose to help raise the bar for PROTON brand to reflect its serious commitment to be a global player in the automobile industry.” 

This year marks the Silver Jubilee for PROTON since it rolled out its first car in 1985. Its 25 years of steady improvement in automotive product development, has made PROTON the only full-fledged automotive company in South-East Asia with the ability to design, build and test cars with its own R&D centre. PROTON has also produced and trained many engineers for the local industry. Its inception as a key driver of national development has seen the company accelerated its learning curve through technology transfer with strategic partnerships and technical collaborations.

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