Perodua hands creative to Lowe & Partners, Spin Communications

The development follows a recent creative review by the carmaker which saw four agencies, namely incumbent Naga DDB, Lowe & Partners, Spin Communications and Astana, in the running for the business. 

“These two agencies best suit our needs as their ideas are fresh and in line with our brand strategy,” Aminar Rashid Salleh, managing director at Perodua, said. “We expect great things from them and welcome both to the Perodua team.”

Both agencies will start work immediately.

Commenting on the win, Khairudin Rahim, managing director at Lowe and Partners, 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."

He added that the proposed strategy was to turn the emotional attachment Malaysians have with the brand into a strong brand advantage by making every Perodua-loving Malaysian an advocate and a voice for the brand.

Spin Communications, a local creative integrated solutions agency founded in 2009, has held Perodua’s corporate account since last year. Among its recent collaborations with the brand are the free car checkups via Twitter campaign in July 2011 and the 'Uncle Fortune's lucky gifts' Chinese New Year campaign earlier this year.

The agency relaunched its brand in March, with a focus on 'Kongsiness', a term derived from the local word 'Kongsi', meaning to share. The agency aims to create stories that are entertaining, meaningful and useful, before starting conversations with people.

“We look forward to enhancing our partnership by doing what we do best - to produce campaigns with 'Kongsiness' that will deliver the highest impact and reach at the most effective cost,” Chit Quah, CEO of Spin Communications, said.

The evaluation by Perodua covered the organisation's background, proposed strategy, creative solutions and execution plans.