According to Hyonju Co, managing director at Starcom Korea, the agency's objective for the two brands will be to turn the marque into one of the top five imported cars in 2003 behind BMW, Lexus and Mercedes Benz.
"The strategy to boost GM into the top five is still under development. However, Burnett/Starcom have revisited the brand positioning as we think GM's global positioning strategy has not been clearly defined in the Korea market," said Co.
"Once we set the positioning for Cadillac and Saab in Korea, we intend to focus more on customised communications to prime prospects by having relevant promotions and also utilising CRM and DM more actively."
As of 2002, Cadillac and Saab only had a five per cent share of the total passenger car market in Korea.
The GM brand currently ranks 10th among imported cars.
Co added that the agency's first project would be to "propose effective media support for the launch campaign of the new 93 Saab sports sedan".