Hankook Tire appoints National Public Relations agency of record
Tire manufacturer Hankook Tire of Seoul, South Korea has retained National Public Relations of Toronto as its Canadian PR agency of record. National won the account in a competitive review involving an unknown number of contenders. "We selected National for its understanding of our brand, strategic thinking, creative ideas and strong team," said Joseph Park, marketing communications manager at Hankook Tire Canada. "Their passion and energy for our business was infectious, and they went to great lengths to understand our business and marketing challenges." The move is part of an initiative by Hankook to increase its presence in the Canadian market, particularly for its winter and high performance lines of tires. In the next year, National will support a series of advertising campaigns developed by Cheil Communications intended to increase awareness of the brand. Hankook has also become a sponsor of Hockey Canada. "With National's guidance and intimate knowledge of the Canadian market, we hope to share our expertise with Canadian consumers," said Hankook Canada president Bryan Woo. "As our business continues to grow, we hope to establish Hankook as a strong contributor to Canada's economy, and position our products as the preferred replacement tire of choice."