Bates 141 Indonesia takes car brand Proton after an eight-way pitch

A press statement from the agency defines the scope of work as a “complete partnership”, which includes communications strategy, advertising, activation, sales generation and evaluating Proton’s key tactical alliances.

Hendra Lesmono, executive creative director of Bates 141 Indonesia, said: “Proton is a challenger brand in Indonesia, which makes this assignment all the more exciting."

Shubho Sarkar, CEO of Bates 141, said that the agency has considerable auto experience across the region with Buick, Fiat, Nissan, Honda, VW and now Proton.

Indonesia, rising from the impact of a 'limited recession' in the country last year which affected automobile sales, is projected to increase car sales significantly this year. 

“Proton seems to have timed its communication plans well, going by these projections,” added Sarkar.