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.