Kia in hunt for first CRM agency

Kia Motors UK has kicked off a search for its first retained CRM agency, following the appointment of former head of marketing at Volkswagen Commercial Vehicles Mark Hopkins.
Hopkins (pictured) first revealed plans to beef up the Hyundai-owned car marque’s retention strategy in January, when he said this year’s focus would be on enhancing consumer engagement through online and CRM platforms. David & Goliath and Innocean Worldwide have handled its ad account.
At the time of his appointment, commercial director Yaser Shabsogh said: “[Hopkins] has brilliant automotive industry experience, and brings a wealth of above the line, digital and CRM expertise that will really help us continue to drive forward our ambitious UK growth plans.”
Hamilton Associates, the consultancy led by the former Agency Assessments senior consultant Will Hamilton, is assisting with the review.
Kia has not had a retained CRM agency before, but has worked on projects on an ad-hoc basis.
Hopkins said: “Kia has started to establish itself in the UK market. We are positioned towards growth and to do that we have got to have much more focus on retention, which is at the heart of what we are trying to do.
“We’re looking to find a gold-standard strategic partner to enable us to do that moving forward and become a core part of our marketing mix.”

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