Kia Motors has appointed VCCP me as its first retained CRM agency, following a three-way pitch, as the car brand seeks to enhance customer engagement through online and CRM platforms.
The timing of the appointment is likely to have raised a wry smile on the face of managing partner Ben Stephens, who has long courted a car client for the agency, since the Toyota brief was snatched from its grasp at the death by Kitcatt Nohr in 2009. He is leaving the business next month before getting the chance to work on the account.
The pitch, which kicked off in March, was spearheaded by Kia marketing director Mark Hopkins, who joined the company in January following a spell as head of marketing at Volkswagen Commercial Vehicles.
Before the pitch, 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.”
He said of the appointment: “We were really impressed with the breadth of skills VCCP me demonstrated throughout the pitch process, and look forward to them working with us and our advertising partner agency, Innocean, to deliver ground-breaking creative work as we continue our expansion in the UK.”
Hamilton Associates, the consultancy led by the former Agency Assessments senior consultant Will Hamilton, assisted with the review.
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