Kia Cars has appointed Mustoe Merriman Herring Levy to handle its
UK relaunch, following a three-way creative pitch (Campaign, 24
The agency was supported in its pitch by Motive, which will handle the
media account, previously with Zenith Media.
Mustoe Merriman’s debut work, to break this summer, will feature three
of the Hyundai-owned manufacturer’s new models: the Shuma, a five-door
hatchback; the Mentor II, a four-door saloon; and the Clarus, a
competitor to the Ford Mondeo.
Gary Elliot, head of marketing at Kia, said: ’The UK market is arguably
the most competitive in the world. We have a huge job in re-establishing
Kia, but we now have the right products with which to relaunch and have
the stability of Hyundai, which is determined to succeed.’
Although the medium for the launch campaign is undecided, the budget is
expected to be around pounds 5 million.
’We have to differentiate Kia from the rest of the car market,’ Nick
Mustoe, a founding partner at Mustoe Merriman, said. ’The agency has
never handled a car brand before and this win fills an important hole in
our client list.’
Below-the-line pitches from three DM agencies continued this week and a
decision is expected shortly.
The advertising for Kia has lain dormant while its sale to Hyundai was
completed. The deal was completed in February this year.