GM to appoint shop for pan-Euro Daewoo task

General Motors has kicked off a hunt for a pan-European advertising agency to handle its recently acquired Daewoo brand, effectively preventing the company's UK division from appointing an agency of its own choice.

The pan-European pitch has been spearheaded by the new GM European marketing director, Janet Eckhoff, and involves the Interpublic networks FCB and McCann-Erickson, as well as DFGW, the UK incumbent, and two European agencies, thought to be already working on other parts of GM business.

The winner will be the lead creative and strategic agency for Daewoo, and insiders believe the account will fall to an Interpublic network or shop. McCann-Erickson handles GM's Opel marque across Europe.

Eckhoff, previously the GM European e-commerce and dealer development director, moved across to work on Daewoo last month. GM also moved Andrew Carroll, the former Opel marketer, to become the managing director of Daewoo UK.

The new pitch makes the appointment of a UK agency to handle the region's £6.5 million account unlikely. Daewoo's marketing services manager, Nigel Unwin, called the review in March this year, a month before GM bought the Korean car company, after a dispute with DFGW over remuneration.

DFGW declined to repitch, but Unwin shortlisted Banks Hoggins O'Shea/FCB, Clemmow Hornby Inge, McCann-Erickson and St Luke's through ISBA. At the time, Unwin claimed that the sale of Daewoo to GM would not automatically mean its advertising would be aligned with its new parent's IPG agency roster. DFGW is now repitching for the pan-European account and is thought to be negotiating an extended notice period to work on the UK business.

Daewoo originally appointed DFGW to launch the brand in the UK in 1994.

It produced acclaimed work in 1995 with lines such as "That'll be the Daewoo and "The biggest car company you've never heard of". It was Campaign's Advertiser of the Year and won an IPA Effectiveness Award in 1995.


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