GM rebrands Daewoo as Chevy

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[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.
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