×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

GM rebrands Daewoo as Chevy

By Published on .

[Duesseldorf, Germany] General Motors Corp. will rebrand Daewoo cars in Europe as Chevrolet through an estimated $15 million pan-European campaign. Two General Motors agencies, Interpublic Group of Cos.' FCB, London and Leo Burnett's Buehler & Partner, Frankfurt, part of Publicis Groupe and Chevrolet's German agency, each created a campaign. Daewoo country managers can choose which agency's work to use. In Germany, where ads break Feb. 19, Daewoo opted for the FCB version with local adaptation by Brands & Markets, Wiesbaden. GM is positioning Chevrolet as a first car, in keeping with Daewoo's low prices. GM bought Korean conglomerate Daewoo's auto division in 2001.
Most Popular