Daewoo awards CIA Medianetwork first pan-Euro product ad account

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LONDON--Korean car marketer Daewoo Cars has appointed CIA Medianetwork, London, to handle its media planning and buying for the Matiz and Nubira models on pan-European TV channels -- the first time the company has run product advertising across the region. Previously, only corporate advertising has screened on pan-European channels.

Duckworth Finn Grubb Waters, London -- the company's U.K. agency -- has put together creative for the campaign, which will launch mid-May with a $1.1 million budget.

The company revealed the switch to pan-European product advertising last month (Daily World Wire, April 14). The new strategy will also put the Daewoo brand onto youth channel MTV for the first time.

CIA Medianetwork already handled media Daewoo's corporate advertising on a pan-European basis.

Copyright May 1999, Crain Communications Inc.

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