Korean car manufacturer Kia Motors calls agency review

- Troubled Korean car manufacturer Kia Motors Corporation, is calling a review of its advertising account for a full re-launch of the brand this summer.

- Troubled Korean car manufacturer Kia Motors Corporation, is calling a review of its advertising account for a full re-launch of the brand this summer.

The account, won by Mountain View Communications in April 1997, has been lying dormant while the sale of Kia to the Hyundai Motor Company, an all Korean merger, was completed.

Kia has approached three agencies, one of which is Mountain View. Christian Purser, new business director at Mountain View, said "We have only just received the brief from Kia but it is highly likely that we will be re-pitching."

"Everything is starting afresh," said Mark Quinn, managing director at Kia UK. "We are speaking to at least three DM agencies and media will also be reviewed. Later on we may be looking to advertise on a pan-European basis which will be handled out of the Frankfurt office. The emphasis will remain on value for money."

Kia will increase its range of models from three to seven, introducing the Shuma, a five door hatchback; the Clarus; the Mondeo; the Sedona, a people carrier and a new car code-named RS.

Hyundai which recently launched a luxury model the XG, is best known in Britain for its value for money cars like the Lantra and the Sonata.

Mountain View (then Barker and Ralston) exploited the value for money theme in its debut work for Kia in 1997. A series of press ads used lines including, "If you want a status symbol, buy a Rolex with the money you'll save" and "Not as posh as a Mercedes, but owners like them better" which ran next to photographs of the cars.



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