Dia relaunch prompts ad agency review

Kia Cars UK is reviewing its advertising in preparation for a relaunch of the brand this summer.

The review is part of an overhaul of all aspects of the car brand’s UK business after its Korean parent company, Kia Motors Corp, was bought by Hyundai Motors last year.

Kia has three models on the UK market, imported through MCL. These include: the Pride, a supermini; the Mentor, a competitor in the Escort class; and the Sportage, a 4×4. Mountain View Communications has handled some of the brand’s advertising in the past and Zenith has handled the media, but the accounts have effectively been dormant since 1997 while the sale of Kia proceeded.

Gary Elliott, Kia’s UK marketing director, says: “We are looking at all the stake holders in the business. We are certainly looking at all of our core agencies and reviewing some of those areas. At this point I am not prepared to say which ones.”

A rejuvenated marketing budget will back four new Kia models: the Shuma, a five door hatchback; the Clarus, a competitor for Ford’s Mondeo; the Sedona, a people carrier; and a new car code-named RS which will compete with the Renault Megane Scenic.

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