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