National newspapers have been accused of bowing to pressure from big-
spending car manufacturers by refusing to run Daewoo ads close to those
of other car manufacturers, or even in the same edition of the paper.
The South Korean car maker - voted Campaign’s 1995 Advertiser of the
Year - has been forced to accept so-called ‘day flexibility’ packages,
whereby papers reserve the right to keep an acceptable distance between
Daewoo advertising and that of some other marques.
The compromise comes after newspapers contacted Daewoo’s media agency,
CIA Medianetwork, to cancel booked space after rivals had seen the
Duckworth Finn Grubb Waters ads. It also follows recent pressure from
rival car dealerships, which forced Daewoo to pull its TV ad, ‘taking a
slice’, in Scotland during the Scottish Motor Show last November.
Mark Carbery, public affairs manager for Daewoo, confirmed the new wave
of pressure exerted by rival manufacturers. ‘We ran our ads and after
the first insertion we were told we couldn’t have the position in
certain newspapers that we had had before,’ he said. ‘We don’t think the
situation is desperately fair. The general public aren’t complaining.’
The press ads concerned first ran in February and focused on the extra
charges imposed by other car marques, such as the Ford Mondeo and
Vauxhall Vectra, and their dealerships for features such as metallic
paint, air conditioning, airbags and delivery.