Kia currently manages its below the line advertising on a market-by-market basis, with Haygarth handling the business in the UK. It is not known whether Haygarth will repitch.
The company is understood to be seeking an agency with a global presence in order to centralise its direct marketing and CRM strategy ahead of ambitious growth plans.
The marque has recently upped its annual UK marketing spend to £18 million in a bid to increase local market share from 1 to 3 per cent.
A spokesman for Kia said: "There is a process underway to appoint an agency to handle CRM strategy. The remit will be to assess where each individual market is up to in terms of their CRM activity, with a view to introducing one strategy that will apply pan-regionally but will allow for flexibility within each region."