Magazine article Marketing

Daewoo Lists Ad Trio for 20m Pounds Sterling UK Assault

Magazine article Marketing

Daewoo Lists Ad Trio for 20m Pounds Sterling UK Assault

Article excerpt

Korean industrial conglomerate Daewoo is lining up agencies to pitch for a massive ad offensive to accompany its launch into the UK car market early next year.

It is busy assembling a high-level team to supervise the launch and has already poached Pat Farrell, Rover's ad manager for the UK and Europe, to lead its marketing push.

Daewoo has earmarked a spend of [pounds]2m over the next three years to help it build a distinct brand image as quickly as possible and grab an unprecedented 1% of the UK car market by 1998.

Farrell has shortlisted Simons Palmer Denton Clemmow &Johnson, Duckworth Finn Grubb Waters and former Honda agency Butterfield Day Devito Hockney and will award the account after seeing agency credentials only.

This is the third time that Daewoo has prepared to storm the UK market, having aborted twice, but the signs are that this time it is serious.

The company was established in 1967 as an exporter of textiles and clothes and in less than 30 years has grown into a $26bn a year operation producing a wide range of consumer electronic goods including computers and stereo equipment. …

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