Agencies vying for the account include incumbent Oricom, Lee DDB, Cheil Worldwide, and LG in-house agency Silver Bullet.
While SsangYong has emphasised the need for fresh creative ideas for the brand, it has also reportedly called for strategic and media recommendations as part of the pitch.
Despite having entered into a technology partnership with Daimler-Benz in 1991, an observer notes that SsangYong remains a niche brand with relatively low annual production and minimal export business that appeals primarily to young Korean drivers as an entry-level SUV.
Competing with brands such as Hyundai Kia, GM Daewoo and Renault Samsung, SsangYong has struggled to establish itself as a serious contender in the luxury market despite the launch of the Chairman as a luxury passenger car in 1997, which faces stiff competition from international brands such as BMW.
While the recent launch of an updated Chairman had raised hopes for an increase in exports, the company may struggle from a development standpoint due to government regulations preventing the disclosure of technological information to investors from foreign markets.
