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. The company also plans to establish a national budget that sources said would be more than and separate from the regional accounts.
Winning the other regional accounts were Ground Zero in Santa Monica, Calif.; Korey Kay & Partners, New York; and Tausche Martin Lonsdorf, Atlanta.
The four agencies pitched national branding ideas to Daewoo executives on Oct. 6-7. "Leap's concepts were the best interpretation of the essence of what Daewoo Motor America stands for," the company's statement read.
"This is a once-in-a-lifetime opportunity to launch a brand, and we're passionately excited about it," said Erin Clark, Leap's managing director.
Daewoo plans to enter the U.S. market next year. The cars are expected to be sold in a non-traditional manner, without showrooms and possibly through catalogs.