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.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here