NEWS: Car firm Daewoo gives Jackie Cooper a spin

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.