Daewoo denies European review; prepares new pan-Euro campaign

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LONDON--Korean car marketer Daewoo Cars has denied rumors it has been talking with European agency networks about pooling individual country budgets into one group, partly as a cost-saving measure.

In fact, says Dorian Leroy, head of marketing in the U.K., Duckworth Finn Grubb Waters, London, is preparing a new pan-European campaign that will include the first product advertising to run as a regional campaign across Europe. The commercials are expected in late spring or early summer.

Last year, the company injected between $20 million and $30 million into a pan-European corporate branding campaign through Duckworth Finn that was additional money, on top of that spent in local markets, Mr. Leroy says. This year, the pan-European budget will also be in addition to country spends.

"The company recognized the need last year to take a stronger line in building the brand. It wasn't the markets' money," he says. "Centrally-driven production gives us economies of scale in making ads and higher production values."

Mr. Leroy claims he is "certainly not talking to another agency and not aware of any pitch or agency sought [by executives based in Korea]."

Duckworth Finn also handles Daewoo's U.K. advertising. Zee is scouting for a minority foreign partner for the sports channels. The Zee group has also established two firms in Nepal for event management and uplinking. The uplinking company is known as South Asia Broadcasting. The event management company is called South Asia Sports Company and has a strategic alliance with the Nepal government and the Cricket Association of Nepal on a revenue sharing basis.

Copyright April 1999, Crain Communications Inc.

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