The appointment follows a three-month agency review, part of a wider drive for European efficiencies and synergies at the car manufacturer.
Media networks were invited to pitch for the consolidated business, which has traditionally been handled on a local basis. The review covered all of Kia's key markets, which include the UK, Germany, France and Spain.
Vizeum and Starcom MediaVest Group were also asked to pitch, although the latter withdrew in November after deciding not to go through with its third pitch for the business in as many years. Starcom Motive was the incumbent on the £12 million UK account, while Vizeum worked across Europe on some of the company's corporate business.
The creative account was also put up for review as part of the process, and in the UK this remained at Mustoes following pitches against undisclosed agencies (Campaign, 19 November).