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Perspectives, the marketing communications agency that was bought

by WPP last September, has consolidated its relationship with Daewoo by

picking up the direct mail and relationship marketing work.

The agency already handles the regional marketing work, which includes

responsive campaigns in local press and radio, as well as posters, and

will now increase its responsibilities to a national level. It pitched

against five other agencies for the business.

Daewoo has been without a full-time direct marketing agency since the

incumbent, IMP, had to resign the business last year after its parent

Masius Group’s international Fiat business came into the London

agency.

Among the tasks to be handled by Perspectives is the design and building

of a new marketing database. A loyalty programme is also planned as part

of direct communications with Daewoo’s prospective and existing

customers.

Peter Young, the associate director of Perspectives, said: ’This win

will bring greater synergy between the regional marketing work we

already do and Daewoo’s desire to communicate in a more targeted way to

support its national network.’

Perspectives will work closely on the new projects with Duckworth Finn

Grubb Waters, the car manufacturer’s above-the-line agency.