Daewoo Makes The Leap

Daewoo Motor America has chosen national branding concepts offered by The Leap Partnership here after presentations from all four of its regional agencies.
The South Korean automaker, in a statement issued by its Midwest regional office in Arlington Heights, Ill., said the selection of Leap’s concepts does not mean the shop becomes the company’s national agency.
However, the decision clearly puts Leap in the driver’s seat on the business, which has left some among the other three regional shops considering their options, sources said.
Daewoo’s statement said the company “remains committed to its regional structure and places the highest value on its regional agencies’ role.”
During the summer, Daewoo conducted four regional reviews, each worth an estimated $10 million.