Renault Samsung awards Publicis in Korea

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France's Publicis has taken over adver-tising for anchor client Renault in the Korean market.

Publicis Welcomm, Seoul, was picked to handle the Korean Renault account after a pitch against the incumbent agencies, Omnicom Group's TBWA World-wide, Seoul, which had done promotional work for Renault Samsung Motors in late-2000, and Cheil Communications, Seoul, the leading Korean adver-tising agency. Spending on the account was notdisclosed.

The South Korean conglomerate Samsung Group un-successfully tried to build cars on its own here and later sold its Samsung Motor division to Re-nault. Late last year, the new company Renault Samsung was established.

Renault Samsung Motors President Jerome Stoll says Publicis was chosen on the basis of a pitch that "seemed strategically the most pertinent, perfectly adapted to the Korean context and cre-atively astute."

Publicis is Renault's roster agency in most international markets.

Renault Samsung is an up-start in the Korean market, which is dominated by local powerhouses Hyundai and Daewoo, as well as leading Japanese automakers Toyota, Honda and Nissan (Nissan it-self is now a division of Renault).

Copyright January 2001, Crain Communications Inc.

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