Proton picks agency to market latest EV e.MAS in Malaysia

Proton has appointed Havas Malaysia to lead the integrated mandate for Proton e.MAS, the latest sub-brand under the national carmaker's expanding electric vehicle (EV) portfolio.

The management of Proton e.MAS is handled by PRO-NET, a subsidiary of PROTON, which was established to spearhead the sales and distribution of new energy vehicles, including those under the smart brand.

Proton e.MAS is an acronym for "Electrifying Malaysia",’ combining the "e" symbol for EV with "MAS" the universal abbreviation for Malaysia. The name also reflects PROTON’s commitment to electrifying mobility for Malaysians with its upcoming EV models.

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According to a statement from Havas, the win is a result of the Havas Village model, which brought together Havas Creative, Invictus Blue, and H/Advisors Klareco in Malaysia. This integrated team will manage through-the-line marketing partnership for Proton e.MAS.

As the lead agency, Havas Malaysia will oversee the overall strategy, creative, and social media for the EV’s launch. Supporting them in handling the media responsibilities will be Invictus Blue, while H/Advisors Klareco will manage PR. The work for the launch begins immediately, with the official debut of Proton e.MAS scheduled for the end of 2024.

“The launch of Proton e.MAS represents a very important milestone for PRO-NET. I look forward to working together with Havas to position us uniquely, elevating Proton e.MAS to the forefront of the EV industry. I hope this collaboration will resonate deeply with our audience and allow us to communicate our message in a truly compelling and innovative manner. I am excited to see this come to life and believe that Proton e.MAS will be a game-changer in Malaysia’s EV category,” said Salawati binti Mohd Yusoff, chief brand officer of PRO-NET.

“This is a landmark achievement for Havas Malaysia. To be the integrated marketing partner for our national pride and joy, Proton e.MAS, is a significant responsibility that we are committed to fulfilling with our utmost abilities and capabilities. Our Havas Village model is a proven and effective approach, allowing us to leverage the best of our network and resources to meet and exceed our clients’ business and brand goals. We look forward to this exciting new chapter with PRO-NET,” added Nizwani Shahar, CEO of Havas Malaysia.

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