Ground Zero Tapped By Daewoo in the West

By Angela Dawson

LOS ANGELES–After a lengthy review process, Daewoo Motor Co. has selected Ground Zero to develop advertising for the Western region.

The Santa Monica, Calif., shop prevailed over Wiley & Associates in Westlake Village, Calif.; Butler, Shine & Stern in Sausalito, Calif.; Jackhammer in Dallas; and The Mandala Agency in Bend, Ore., to win the $10 million account.

This is the first of four separate regional reviews to reach a conclusion. The others are currently under way in the Northeast, Southeast and Midwest.

Gary Connelly, Daewoo Motor’s vice president of sales and marketing in the Western region, confirmed the selection of Ground Zero. The agency, which won by a ‘few points’ over the other contenders, was selected for its creativity, he said. Ground Zero will execute an ad campaign in the Western market for Daewoo’s launch this fall, he said.

Connelly did not rule out using some of the other finalists in the future for project work.

Ground Zero executives said they are already developing a campaign for the Korean automaker to begin in Southern California. ‘They liked our enthusiasm for their approach,’ said Ground Zero principal Jim Smith. ‘They didn’t want a hack car agency with hack car guys. They wanted somebody with an unusual approach to reflect the entrepreneurial spirit of Daewoo.’

Smith declined to discuss specifics of the agency’s presentation, but noted that Ground Zero will handle a range of services for the car company, including possible showroom design. KSL Media’s Los Angeles office, which handles all of Ground Zero’s media buying, will handle that service for Daewoo.

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