Proton rethinks £2m advertising business

Proton Cars (UK) is reviewing its &£2m advertising account ahead of a major marketing push next year to increase the marque’s appeal to younger drivers.

The Malaysian car manufacturer has shortlisted The Bank, Catchpole & Friends, Zinc and incumbent Marketing Matters to pitch for the business. General manager of sales and marketing Simon Park is overseeing the review.

The winning agency will create Proton’s first television advertising campaign, which will be supported by outdoor and press activity. Proton has an ageing customer base and wants to increase its popularity with 30- to 50-year-olds.

The campaign, which breaks in February 2006, will support the launch of Proton’s small hatchback, the Savvy. It will also promote the Gen-2, a hatchback launched earlier this year that was partly engineered by Proton-owned sports car brand Lotus.

Park says: “The ad campaign aims to increase awareness of Proton and influence brand perceptions in the UK, as well as increasing sales across the Proton range.”

Marketing Matters was appointed in August 2003.