SEOUL: Ford Korea has handed its six-figure corporate PR and public
affairs account to Edelman PR Worldwide.
Burson-Marsteller, Kionel and Ogilvy PR Worldwide are all thought to
have pitched for the work in the world’s sixth largest car market.
Edelman managing director Tae Ha Lee heads the account, and reports to
Ford Korea’s public affairs head Hoh Kim.
Koreans buy 1.5 million new cars a year, mainly from domestic producers
Daewoo, KIA and Hyundai. The government has indicated the car market
could be deregulated within the year, allowing more foreign access.
Edelman will campaign to increase Ford’s market share and raise its
profile prior to liberalisation.
’Korea is one of the most difficult markets for foreign car
manufacturers,’ said Ford Asia-Pacific’s head of public affairs, Judith
Ford retains more than ten PR agencies across Asia-Pacific, each
reporting to a local communications head.