PROTON hands GrowthOps Malaysia creative duties

PROTON has selected GrowthOps Malaysia (formerly known as APD Malaysia) to manage creative duties for a year, following a one-month pitch process which saw three other agencies vying for the account. Work for PROTON has already commenced and the incumbent is CD Advertising.

This is not the first time PROTON and GrowthOps are working together. Four years ago, the agency was brought on board to manage website development and maintenance, as well as social media for the automotive brand. Despite parting ways with PROTON for social duties last July, GrowthOps continued to manage website duties for the brand. GrowthOps now leads PROTON's creative, digital and website marketing, with plans to help PROTON grow its business even further through campaigns and growth planning. Besides GrowthOps, PROTON also works with m/SIX and essence-Burson Marsteller.

Account director Hasbidin Hassan said that GrowthOps is looking forward to nurturing a better relationship across the different departments in PROTON to help the brand deliver more integrated work in the future. Meanwhile, Nisha Devina Roy, head of strategy and content at GrowthOps, said that as its name suggests, it is an agency that is geared towards growth for itself and its clients. "Our partnership is especially apt as PROTON enters a new era for growth," she added.

Headquartered in Australia, GrowthOps was formed in March 2018 from the merger of eight independent technology, advertising, strategy, marketing, and people businesses across Asia. Locally, it has worked with the likes of Maxis, AIA, Kimberly-Clark, AIG and INCEIF.

PROTON recently unveiled a new logo, featuring an “uncaged” design with the tiger’s head held high. Meanwhile, PROTON’s tagline also evolved to "Inspiring Connections".

(Read also: PROTON’s chief designer breaks down the creative process behind its new logo)

(Photo courtesy: PROTON's Facebook page)