SEOUL: Ford/Korea has chosen Edelman over Burson-Marsteller, Communications Korea, Kionel and Ogilvy for its six-figure corporate and public affairs account in the region.
SEOUL: Ford/Korea has chosen Edelman over Burson-Marsteller,
Communications Korea, Kionel and Ogilvy for its six-figure corporate and
public affairs account in the region.
The win is a big one for the agency. Koreans buy 1.5 million new cars a
year, predominantly from three domestic producers (Daewoo, KIA and
While foreign manufacturers have restricted access to the market, the
South Korean government has hinted that auto market deregulation could
happen within the year. This could pave the way for greater penetration
by US automakers like Ford.
Edelman will lead a campaign aimed at increasing Ford’s market share and
raising its corporate profile prior to the possible market
’Korea is one of the most difficult markets for foreign car
manufacturers,’ said Ford Asia-Pacific head of public affairs Judith
Grubits. ’We needed to have an on-site agency able to advise on
Edelman managing director Tae Ha Lee will lead the account team and
report to Ford/Korea head of public affairs Hoh Kim. Ford retains more
than 10 PR agencies at the country level across the Asia-Pacific region,
each reporting to a local head of communications.