Daewoo re-hires DFGW for £40m Europe brief

General Motors has reappointed DFGW to its pan-European creative advertising account for Daewoo, working alongside the small European network Buehler & Partners.

The dual appointment comes as GM ramps up the marketing for Daewoo following its acquisition of the brand earlier this year. Both agencies will work on brand strategy, with DFGW creating TV campaigns and Buehler working on print and retail advertising. The spend is thought to be around £40 million across the region.

DFGW also retains the £10 million UK account, which will be run separately from the pan-European brief. The agency declined to repitch for that part of the business when it was reviewed in March, citing differences over remuneration. St Luke's, McCann-Erickson, Clemmow Hornby Inge, Banks Hoggins O'Shea/FCB, Vallance Carruthers Coleman Priest and HHCL & Partners were shortlisted for the account, which was put up for pitch shortly before GM bought Daewoo.

However, the pitch was abandoned after Daewoo was sold and GM's new European marketing director, Janet Ekhof, reversed the decision to appoint a UK-only agency. She invited the Interpublic networks McCann-Erickson and FCB to pitch for the pan-European account as well as DFGW and B&P.

Buehler, which is 20 per cent owned by Bcom3, is already an established GM agency, working on the retail advertising for its Saab, Opel and Chevrolet brands. With a head office in Frankfurt, Buehler also has shops in France, the Netherlands and has recently opened one in Moscow. It is thought the Russian market will play a key role in GM's ambitions for the Daewoo brand.

DFGW originally won the task to launch Daewoo in the UK in 1994. It created the straplines "That'll be the Daewoo" and "The biggest car company you've never heard of", and has held the account ever since.

Daewoo won Campaign's Advertiser of the Year award in that year, as well as an IPA Effectiveness award in 1995.


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