Volkswagen tasks DDB for Korea assignment

DDB Korea, which handled the business in the late '90s to early 2000 under distributor Gogin Motors, will now handle key Volkswagen brands, including New Beetle, Golf, Touareg and New Beetle Cabriolet. Korea now joins the 26 other markets in the DDB network handling the Volkswagen business. Les Edwards, VP of Lee & DDB in Seoul, said: "We pitched for New Beetle, Golf, Touareg and New Beetle Cabriolet, but will deal with any VW products that come into the market," he said. "(We won) based on the fact that we had DDB in so many markets and could tap into those resources, follow brand guidelines and inject local creative insights."

Edwards added that the marque was best known for its New Beetle car in Korea. "We will be seeking to improve (its image) and market it as a more luxurious (brand)," he noted.

Korean manufacturers dominate the country's auto sector, with share of imports at less than five per cent. While the market was liberalised in 1998, it has been difficult for foreign brands to make inroads. However, the arrival of BMW, Mercedes-Benz and Lexus has increased competition for South Korean brands Hyundai and Daewoo, as well as for VW.