Daewoo performs U-turn as DFGW is reappointed

General Motors (GM) has reappointed DFGW to be the lead creative advertising agency for its Daewoo car marque in the UK and across Europe.

The appointment was made on Tuesday afternoon.

It is understood that the agency has been appointed jointly with small pan-European network Bühler & Partners, which is owned by Publicis.

It is not yet clear which responsibilities the two agencies will have, but DFGW is most likely to have been handed the brand advertising for television and outdoor, and the brand strategy across Europe. Bühler will probably handle Daewoo’s retail advertising.

Bühler’s head office is in Frankfurt. It also has offices in France and the Netherlands. It recently opened an office in Moscow, which is an important market for Daewoo. Bühler is an established GM agency. It handles retail business for the US car giants’ Saab, Opel and Chevrolet brands.

The decision to reappoint DFGW comes after a two-month pitch, which included the FCB network. It is a U-turn from a decision taken by Daewoo’s UK office in March to review out of the agency (MW March 28). At the time, DFGW opted not to repitch for Daewoo’s &£6.5m UK business. DFGW and Bühler’s appointment comes just a week after the completion of Daewoo’s sale to GM.


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