Korean car giant Daewoo is looking for a consumer public relations
consultancy to back up its tiny in-house PR department.
The company, which launched in April with the unique idea of cutting out
the car dealers and selling direct to the public, has shortlisted two
agencies - Jackie Cooper and Lexis - for a PR account worth more than
pounds 100,000 in fees.
Daewoo has been without a consumer PR agency since it parted company
with Biss Lancaster at the end of last year, five months after hiring
the firm.
Six agencies - including Edelman and Cohn and Wolfe - were invited to
submit proposals two months ago in a bid to boost the PR muscle of the
Korean car importer.
Public relations assistant Alison Moran said the agency would
concentrate on the consumer press, specifically those titles aimed at
women, the ‘grey’ market and disabled drivers.
National and regional press relations will continue to be handled by
Daewoo’s two-strong in-house team, which at present consists of Moran
and PR manager Mark Carberry. The company is to begin recruiting for a
third press officer shortly.
A longstanding relationship with Waterson Communications, the specialist
automotive public relations consultancy set up by former Toyota head of
public affairs Simon Small, is unaffected, said Moran.
The firm was hired in August 1994 before Daewoo had an in-house team and
continues to handle ‘mainly local public relations for retail outlets
and for local events’.
