Perodua win caps a strong first half for Lowe Posted on

Kuala Lumpur, May 28, 2012
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, who said, “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 appointmentstook effect May 22, 2012, following a four-agency pitch
process thatstarted 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.
He said that this strategy was perfectly aligned with Lowe’s own philosophy of building
powerful ideas that put the agency’s client brands into the heart of popular culture, on and
off line, leading to their being able to put across a strong strategic proposition that lead to
the win.
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
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.
“I’m very pleased with the way Lowe is moving forward. Guided by our mantra of
effectiveness and integration, we have been able to make great strides for our client
brands and in the development of our talent pool, and we envision 2012 to be one of the
milestone years for Lowe in Malaysia,” concluded Khairudin.
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