Lowe and Partners’ plan to consolidate its position as one of Malaysia’s top communications agencies was further strengthened this past week, with the 2nd Malaysian national car company, PERODUA, announcing Lowe’s appointment as one of its two agencies of roster.
The appointment was announced by PERODUA Managing Director, Datuk Aminar Rashid Salleh, last week, “These two agencies best suit our needs as their ideas are fresh and in line with our brand strategy. We expect great things from them and welcome both to the PERODUA team.”
The second agency of roster is Spin Communications, and both agencies will start work immediately. The appointments took effect May 22, 2012, following a four-agency pitch process that started in April 2012. The agencies were evaluated on organisation background, proposed strategy, creative solutions and execution plans.
Commenting on the win, Lowe and Partners Managing Director Khairudin Rahim said, “This is a fantastic win for us, and caps a strong first half of the year for Lowe. PERODUA is an iconic national brand, which is not only appreciated for its quality and value-for-money offering, but which is also beloved by the Malaysian public.
“The strategy we proposed to PERODUA was to tap into this emotional attachment that Malaysians have with the brand, and turn it into a strong brand advantage by making every PERODUA-loving Malaysian – who number in the millions – an advocate and a voice for the brand,” he added.
The PERODUA win comes on the back of a number of key developments for Lowe this year, kicking off with the appointment of award-winning Filipino creative Brandie Tan as its executive creative director in February and several other creative appointments.
The agency has, over the past few months, created some groundbreaking work for current clients, including its highly successful Facebook app for F&N, the “Teh Tarik Finder & Scheduler”, which generated over 500,000 social conversations, and its second “Fashionista Manja Baby Kiko” branded content series for the Baby Kiko brand, in partnership with ASTRO.
Lowe also secured the International Medical University, Malaysia’s first private medical university, as a client, and launched the PRISTIN savings insurance plan for Etiqa over the same period.