That'll be the innovative thinking' - Creating the Daewoo brand

Chris Forrest

Daewoo has achieved the most successful launch in the history of the UK car market. Its success demonstrates the virtues of bravery and focus.
Agency: Duckworth Finn Grubb WatersAuthor: Chris Forrest

'That'll be the innovative thinking' - Creating the Daewoo brand

 

INTRODUCTION

Daewoo has achieved the most successful launch in the history of the UK car market. Its success demonstrates the virtues of bravery and focus. Daewoo organised an entire company around a central, consumer-driven proposition, stuck to that vision and executed it in innovative ways. They achieved this because not just the Account Planners but everybody from the Marketing Director to the Creative Directors consistently thought and acted within a creative planning orientation.

BACKGROUND

In August 1994 Daewoo...

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