Global aim sparks Pantech ad review

The brand, which is ranked third in Korea behind Samsung and LG, has invited five agencies to take part in a pitch that will focus on global brand strategy and creative. According to Pantech marketing manager K.J. Lee, the agencies involved are McCann Erickson, Leo Burnett, Diamond Ad, BBDO and FCB. "We internally define 2005 as the year of challenge, knowing that we have to achieve a critical mass (in terms of sales), and, at the same time, build up the brand itself," said Lee. "Therefore, we expect the global network agency to be a key support for us to achieve that double goal, by actively running promotions to boost sales in local markets, under tight HQ control over the brand image." The creative pitch follows a credentials presentation and will take place on February 22 in Seoul. Agencies have been asked to develop strategic and print advertising ideas, focusing on Pantech's key overseas markets of Russia, China, Mexico and Brazil. The winning agency will also be expected to handle media. While Pantech's domestic operation currently partners with local agency Daebo Communications for creative and media, the pitch marks the brand's first attempt to consolidate its international accounts -- which had previously been assigned on a local market basis. FCB, for example, handles Russia, while Euro RSCG works in China. In addition, Pantech tasked JWT Korea with international media projects in 2004. Said BBDO regional chairman Raymond So. "It depends on how they build the market because they are a new brand and they face established competition." While Lee would not confirm the value of the business, sources expected it to be "massive", given its global plans.