Korean car giant Daewoo has hired consumer agency Jackie Cooper PR to
extend coverage beyond the motoring media.
The agency beat six others, including Edelman, Cohn and Wolfe and Lexis
PR, for the business which is now understood to be worth pounds 50,000
in fees (PR Week, 3 November).
Daewoo PR manager Mark Carberry, who heads its two-strong press office,
said the appointment of a consumer agency was designed to ‘make inroads
into areas where car companies have not traditionally found coverage’.
‘Most PR is directed at the motoring press. We want to take Daewoo
beyond conventional targets to hit general interest,’ said Carberry.
Jackie Cooper will target a wide range of consumers, including young,
newly-married and budget-conscious couples; the ‘grey’ or over-middle-
aged market and women.
This follows initiatives such as last month’s first Daewoo ‘Lady Driver
of the Year’ promotion, organised by Compass PR and Marketing.
The agency will focus on Daewoo’s alternative philosophy, which includes
cutting out commissioned sales-people and using its own retail outlets
with facilities such as children’s play areas.
It will work alongside specialist automotive PR consultancy Waterson
Communications, hired in August last year to target the motoring press.