Integrated town Proton City names creative consultant

Proton City Development Corporation, an integrated township near Kuala Lumpur, has selected Be Strategic as its creative consultant to undertake its positioning initiatives and creative strategies. The agency will be looking to enhance the overall positioning of the development by establishing a rejuvenated and engaging creative direction.

According to Be Strategic, it was appointed based on its proven track record of offering resourceful and strategic solutions to its list of clients. The agency added that its appointment is expected to contribute to the increased awareness of the development.

Be Strategic's chief strategist Ashvin Anamalai said it looks forward to form a productive and strategic partnership with Proton City. "Our team is committed to offer effective communications and creative solutions that will solidify the development's identity as a reputable smart city in the nation," he added. He told A+M that the length of appointment is unspecified and there was no incumbent. Among the list of clients the agency works with includes Castrol Malaysia, Quill Automobiles, UMW Development, UDA Land, and Gamuda Land.

Proton City was formed through a partnership between automotive manufacturing company DRB Hicom (60%) and PROTON (40%). It is known to be the home of Universiti Pendidikan Sultan Idris and the manufacturing plant for PROTON. The self-contained township consists of residential, commercial, institutional, and industrial areas. It aims to be an intelligent city that empowers Malaysia's economy while also offering a contemporary living environment for residents. In 2012, DRB Hicom invested RM1 billion to accelerate the development of Proton City over five years.

Separately, PROTON recently picked GrowthOps Malaysia, previously known as APD Malaysia, to handle creative duties for a year following a one-month pitch process which saw three other agencies vying for the account. The incumbent is CD Advertising.