NEWS: Car firm Daewoo hunts for consumer back-up

Korean car giant Daewoo is looking for a consumer public relations consultancy to back up its tiny in-house PR department.

Korean car giant Daewoo is looking for a consumer public relations

consultancy to back up its tiny in-house PR department.



The company, which launched in April with the unique idea of cutting out

the car dealers and selling direct to the public, has shortlisted two

agencies - Jackie Cooper and Lexis - for a PR account worth more than

pounds 100,000 in fees.



Daewoo has been without a consumer PR agency since it parted company

with Biss Lancaster at the end of last year, five months after hiring

the firm.



Six agencies - including Edelman and Cohn and Wolfe - were invited to

submit proposals two months ago in a bid to boost the PR muscle of the

Korean car importer.



Public relations assistant Alison Moran said the agency would

concentrate on the consumer press, specifically those titles aimed at

women, the ‘grey’ market and disabled drivers.



National and regional press relations will continue to be handled by

Daewoo’s two-strong in-house team, which at present consists of Moran

and PR manager Mark Carberry. The company is to begin recruiting for a

third press officer shortly.



A longstanding relationship with Waterson Communications, the specialist

automotive public relations consultancy set up by former Toyota head of

public affairs Simon Small, is unaffected, said Moran.



The firm was hired in August 1994 before Daewoo had an in-house team and

continues to handle ‘mainly local public relations for retail outlets

and for local events’.



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