Kia reviews £7m media brief four months after Starcom appointment

Korean car manufacturer Kia is reviewing its £10m UK media account only four months after reappointing Starcom Motive.

Kia is also reviewing its advertising account held by Mustoes, which was also reappointed earlier this year. The review is being handled by the Incorporated Society of British Advertisers and Kia marketing director Guy Jones will oversee the appointment of an agency.

Agencies have been told that the company is planning to increase the amount it spends on advertising. According to Nielsen Media Research, it spent £7.2m last year.

The company says the advertising and media reviews have been called to ensure it has the best partners to deal with its aggressive growth strategy. During the past 12 months, Kia has been the fastest growing car brand in the UK, with sales up 86 per cent.

Mustoes created the “Think before you drive” campaign for Kia.

Kia has a seven-model line-up in the UK, including the Rio, Sportage, Sedona, Carens, Shuma II, Magentis and Sorento, retailing at between £5,995 and £20,495. A main plank of its marketing strategy is to offer finance based on a £1 deposit. It also offers a three-year unlimited mileage warranty.

The Kia Visto supermini, which will be launched in the UK next summer, is the first of a raft of new models.

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