Kia seeks agency for direct business

by Claire Billings, Campaign 20-Jan-06, 07:00

LONDON - Kia Motors is looking for an agency to handle its £1m UK direct marketing account.

The Korean car company's DM has previously been handled by its advertising agency, Mustoes. It is currently drawing up a shortlist of undisclosed DM agencies.

The business will centre on boosting Kia's prospecting activity through traditional DM. The brief is not expected to include customer relationship marketing, which is conducted online.

Last May, the company moved its direct marketing database online and hired the digital agency E3 Media to handle its contact strategy. The CRM programme allows users to register for service reminders and MOT due dates.

The pitch is not thought to affect Mustoes' relationship with the brand. Last year, the agency launched Kia's Sportage 4x4 model with a campaign that featured animated Kia people coming under attack from warriors.

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