PROTON Holdings is in the midst of a creative pitch that sees at least 10 agencies vying for the account. A+M understands that the appointment will be for a year, and the agency will be responsible for brand repositioning and PROTON's campaigns.
Meanwhile, PROTON has also called for a media pitch and will also be launching a social media pitch, with the incumbent being APD, A+M understands.
In October 2017, the company appointed Li Chun Rong CEO of PROTON, following the departure of Dato’ Ahmad Fuaad Kenali. Meanwhile, Abdul Rashid Musa was named CEO of PROTON Edar, a unit which handles marketing of the company, replacing Rohime Shafie who was appointed the head of automotive in the department of automotive distribution and manufacturing and engineering of PROTON's parent company DRB-HICOM.
Last May, conglomerate DRB-HICOM sold a 49.9% equity in PROTON to China-based Zhejiang Geely Holding last year. Geely also bought the entire stake in British sports car maker Lotus, from PROTON. DRB-HICOM group managing director, Dato’ Sri Syed Faisal Albar says the PROTON brand will remain present and is expected grow significantly with the new foreign strategic partner on board.
A+M has reached out to PROTON for comment.