The Korean car brand has approached several shops in the UK and overseas. Kia's marketing team, based at its head office in Seoul, will handle the review.
Kia currently manages its below-the-line advertising on a market-by-market basis, with Haygarth handling the UK business. It is not known whether it will repitch.
The company is seeking an agency with a global presence to centralise its DM and customer relationship marketing. Kia recently raised its annual UK marketing spend to £18 million in a bid to lift market share from 1 to 3 per cent.
A Kia spokesman said: "The remit will be to assess where each market is up to in terms of its CRM activity, with a view to introducing one strategy that will apply pan-regionally, but will allow for flexibility within each region."