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.


Cadbury drops Lily Savage to ‘cool’ Oasis

Marketing Week

Cadbury Schweppes is to drop drag queen Lily Savage from advertising of its fruit drink brand Oasis, with the aim of creating a cooler image. The “open, pour, be yourself once more” campaign will be replaced next month with ads which feature the catchline “chill with a still”. The new brand spokesmen will be “the […]

Aoun takes the BOL by the horns

Marketing Week

Georges Aoun moved from France to the US to work for Bertelsmann’s new online bookstore, BOL.com, less than a year ago. But within a few months he found himself re-locating to London as the managing director of BOL.com in the UK. In a nimble about-face, Bertelsmann decided there was not enough room in the US […]

Last night we dreamt we went to Mandalay

Marketing Week

Publishing mogul Felix Dennis is a very nice man, the Diary has decided, having read a feature about his Mustique retreat in April’s edition of House & Garden. Enviously ogling the piles of rich and famous media types has become the Diary’s favourite pastime. Last month, we took a peek through the keyhole of David […]


    Leave a comment