Car Contest Heating Up Shops Surface in 2 More of Daewoo’s Reviews

By Teresa Andreoli and Jim Osterman

NEW YORK–Agencies have emerged in two more of the four regional reviews now being conducted by South Korean car maker Daewoo Motors.

The agencies are competing for creative and media planning duties; media buying chores will be addressed later in the year, sources said.

In the Northeast account review, the client, based in Daewoo America’s Northeast office in Ridgefield Park, N.J., sent out questionnaires to Kirshenbaum Bond & Partners, Korey Kay & Partners, Pedone & Partners and DiMassimo, all in New York; and to Eisner & Associates in Baltimore, sources said. Billings were not disclosed. The client will meet with the shops during the first two weeks of June, sources said.

In the Southeast, WestWayne, Austin Kelley Advertising and Tausche Martin Lonsdorf, all based in Atlanta, have each met with executives in the car maker’s regional office in Atlanta. Daewoo’s Southeast officials are assembling a strategic marketing assignment as a final exercise for the agencies, sources said. The shops will pitch for the estimated $10 million account this month.

Daewoo’s first regional review, which began in the Western region in January, is due to be decided shortly. Agencies contending for that business include Jackhammer, Dallas; The Mandala Agency, Bend, Ore.; Wiley & Associates, Westlake Village, Calif.; Butler, Shine & Stern, Sausalito, Calif.; and Ground Zero in Santa Monica, Calif. This account is also estimated to be about $10 million and is being run out of Daewoo’s North American headquarters in Compton, Calif.

A San Francisco-based consultant, Il Ling New, is assisting with the Southeast and West reviews, sources said. Daewoo is also planning an agency search in the Midwest, which has yet to begin, said sources. The four agency winners could compete for a national Daewoo account estimated at $20-30 million in billings, said sources. –with staff reports

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