Perspectives, the marketing communications agency that was bought
by WPP last September, has consolidated its relationship with Daewoo by
picking up the direct mail and relationship marketing work.
The agency already handles the regional marketing work, which includes
responsive campaigns in local press and radio, as well as posters, and
will now increase its responsibilities to a national level. It pitched
against five other agencies for the business.
Daewoo has been without a full-time direct marketing agency since the
incumbent, IMP, had to resign the business last year after its parent
Masius Group’s international Fiat business came into the London
Among the tasks to be handled by Perspectives is the design and building
of a new marketing database. A loyalty programme is also planned as part
of direct communications with Daewoo’s prospective and existing
Peter Young, the associate director of Perspectives, said: ’This win
will bring greater synergy between the regional marketing work we
already do and Daewoo’s desire to communicate in a more targeted way to
support its national network.’
Perspectives will work closely on the new projects with Duckworth Finn
Grubb Waters, the car manufacturer’s above-the-line agency.