DAEWOO TO PICK AGENCY OF RECORD, DOUBLE AD SPENDING

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(April 23, 2001) -- Daewoo Motor America expects to pick an agency of record as soon as this week after a quiet review for its estimated $90 million account, more than double its 2000 spending. The finalists, all in California, are: Sagon-Phior, Sherman Oaks; E Squared and 4X4, both Los Angeles. All prior ads were done on a project basis.

The South Korean car importer in 1997 tapped four regional shops but changed strategy. Earlier this month, Daewoo named Mendoza Dillon and Asociados, Newport Beach, Calif., its first Hispanic agency of record. Separately, Daewoo inked a deal with Emap USA, Los Angeles. B&C Advertising, Los Angeles, created a print ad, arriving in the July issue of Motor Trend magazine. The ad will promote Daewoo's first U.S. sweepstakes, seeking a name for its upcoming minivan, now code-named U100.

Copyright April 2001, Crain Communications Inc.

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