PETALING JAYA: Havas Malaysia has been appointed to lead the integrated mandate for Proton e.MAS, the latest sub-brand under the national carmaker Proton’s expanding electric vehicle (EV) portfolio, following its official launch in June.
The management of Proton e.MAS is handled by Pro-Net Sdn Bhd, 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.
Havas Malaysia chief executive officer Nizwani Shahar said: “This is a landmark achievement for the agency. 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,” she added.
Elaborating on the Havas Village model, she told StarBiz, “Our Havas Village philosophy unites all our business units under one roof, fostering constant collaboration.
“Unlike other big multinational groups where every company is a creative or media agency fighting each other for market share, we have the capability to do integrated work as all our sister companies are complementary and not competition.
“Havas’ mission has been to make a meaningful difference. When we come to work, we come with the mindset to make a meaningful difference, not just for our brands, but also for our people.”
Nizwani said Havas Malaysia has produced work this year that showcases its creativity and innovative thinking.
Creative ideas and campaigns have consistently leveraged unique insights and creative strategies to achieve exceptional results for clients, she noted. From award-winning digital campaigns to impactful social initiatives, she said the agency has demonstrated excellence in fostering creativity within the industry.
“Our collaboration with clients has led to transformative outcomes, positioning Havas Malaysia as a leader in creative innovation,” she said.
Meanwhile, Salawati Mohd Yusoff, chief brand officer of Pro-Net pointed out that “the launch of Proton e.MAS represents a very important milestone for Pro-Net. I look forward to both Pro-Net and Havas working together 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.”
Founded in 1835 in Paris, Havas is one of the world’s largest global communications networks, with more than 23,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses and people.
Havas has developed a fully integrated model through its 70 plus Havas Villages around the world, covering all communication activities.
The teams of the three business units, Havas Creative Network, Havas Media Network and Havas Health & You, work together with agility and in perfect synergy to offer tailor-made, innovative solutions to clients that support them in their positive transformation.
Havas integrated into Vivendi, a global leader in media, entertainment, and communications, in December 2017.
