Details emerge of pan-Euro Daewoo drive

More details have emerged of Daewoo’s pan-European branding campaign, which Duckworth Finn Grubb Waters is understood to have won.

It is believed that Duckworth Finn, which already handles the 15m UK advertising account, pitched against Bates Italia and a German agency linked to the BBDO network for the Korean car maker’s business.

CIA Media, the UK incumbent, pitched alongside Duckworth Finn and is tipped to win the media buying account for the $50m (31m) campaign.

The pan-European campaign is understood to be aimed at enhancing the Daewoo brand in its 12 European markets. Sources suggest it will focus on the unique character of the company.

Daewoo entered the UK market three years ago, adopting an aggressive marketing strategy that highlights customer care. The company has also developed its own network of showrooms, staffed by company employees in place of dealers working on commission. Cars are sold with road tax and delivery costs included in the final sales price.

It is believed that this type of promotion will not work elsewhere in Europe, where Daewoo cars are sold on the platform of value for money.

Daewoo, Duckworth Finn and CIA Media were all unavailable for comment.

Cover story, page 28

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