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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here