Skoda prepares marque relaunch

Volkswagen-owned car maker Skoda has started work on a relaunch of its brand in the UK, and has appointed Archibald Ingall Stretton (AIS) as its first below-the-line agency.

Creative Strategy, Skoda’s former UK advertising agency, has been disbanded as a result of the Grey/ Mellors Reay merger. A new group has been formed within the Grey network to handle Skoda’s above-the-line business. Grey Advertising handles Skoda across Europe.

A UK relaunch of the brand is expected in either July or August. It will involve the Volkswagen Group logo being dropped from Skoda’s corporate identity, leaving the brand to stand on its own for the first time since Volkswagen took it over in 1991.

Chris Hawken, marketing manager for Skoda UK, says a stronger brand is being developed around the idea that Skoda believes “people are more important than cars”.

He says: “Our brand is much weaker than our product. About 60 to 70 per cent of car buyers [will not accept the] Skoda brand. We have got to change their minds. [The relaunch] will hopefully make them reappraise the brand.”

AIS pitched against MSB&K, Harp, Dynamo and The Marketing Warehouse. It is charged with developing a direct marketing project to coincide with the relaunch.

Skoda spent &£12m above the line last year. It remains unclear what it will spend this year, although the bulk of advertising activity is likely be in spring next year, when a new supermini-sized model goes on sale in the UK.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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