Silverstone appoints Euro RSCG Malaysia as AOR

The creative business was previously split among several unnamed local shops. Euro RSCG is now charged with overall brand and product management for the integrated account.

The appointment comes at a time when Silverstone is aiming to be recognised as a brand with a strong international reputation and products - on par with other major international tyre brands.

Silverstone has further tasked the Havas agency to promote the brand’s SIM Auto Centres - a one-stop tyre sales and service centre network.

Matthew Fanshawe, CEO of Euro RSCG Southeast Asia, said: “Silverstone is an internationally recognised brand, and it’s a great challenge to continue to grow on that success in the international arena.”

He added that his network has “a deep understanding of the automotive category and integrated space to drive both the brand’s domestic and international growth.”

Silverstone Berhad currently supplies products to various OEM automotive manufacturers including Proton, Perodua, Naza, Isuzu, Daihatsu and Hino.

The brand’s tyres are exported to more than 60 countries, including Australia, the Middle East, Europe, Asia as well as Africa and caters to every segment of the market including passenger, 4-wheel-drive, light and heavy commercial vehicles, industrial and agricultural vehicles.

In Malaysia, Euro RSCG had previously bagged AOR appointments for the Parkson department store chainand Asian food producer Yeo Hiap Seng.