INTERNATIONAL NEWS: Ford targets South Korea

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.

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

Hyundai).



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

liberalization.



’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

strategic issues.’



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.



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