Daewoo talks to agencies about pan-Euro task

Daewoo, the Korean carmaker, is on the verge of streamlining its ad arrangements across Europe and pooling its budgets within a single group.

Daewoo, the Korean carmaker, is on the verge of streamlining its ad

arrangements across Europe and pooling its budgets within a single

group.



Company executives are said to have met last month with representatives

of a number of European agency networks as well as Duckworth Finn Grubb

Waters, which handles its business in the UK as well as its pan-European

work.



Daewoo is lining up the networks to contest the advertising for its new

Nubira saloon. But industry sources say the winner could be assigned the

pan-European corporate car account, backed by a budget of between pounds

10 million and pounds 20 million and funded mostly from money currently

spent in local markets.



Although Daewoo officials in Korea and the UK claim to be unaware of any

impending agency changes, it is understood that pitch presentations are

currently being scrutinised by the company.



Duckworth Finn was appointed eight months ago to run Daewoo’s

pan-European branding campaign on top of the pounds 15 million UK

account it already handles.



The advertising launched four new models, including the Nubira, while

attempting to strengthen the company’s brand values across the

continent.



The move will fuel speculation that Daewoo is trying to achieve cost

savings while boosting European sales to help compensate for declines in

recession-hit Asian sectors.



At present, Daewoo adopts two marketing strategies. In the UK, the ads

highlight customer care and the fact that the company has a network of

showrooms staffed by its own employees rather than dealers working on

commission. Elsewhere in Europe, its cars are promoted as offering value

for money.



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