A new ad campaign, "Spreading the Word," by Kia Motors America breaks today on national TV, online and in USA Today and The Wall Street Journal; it is the first under new marketing chief Ian Beavis, with a major online effort at www.autobillofrights.com as part of an integrated approach long advocated by Beavis, reports AdAge. Print and TV ads will highlight a new site, www.autobillofrights.com, where consumers can submit a video, poster or other version of an "automotive bill of rights" for a chance to win a new Kia.

Beavis "heightened the integration," according to David Angelo, chairman and chief creative officer of independent David & Goliath, Kia's agency. Doug Van Andel, a former group creative director at Saatchi & Saatchi, Los Angeles, said Beavis - a Toyota account chief at the agency until 1997 - had been frustrated that "interactive was still looked upon as the stepchild to TV and print."

The integration is extending beyond media, writes AdAge. Whereas before Kia's dealer ad groups in different geographic locations wanted different creative, the regional dealer ad groups will now follow the same template as the national. The central message is that drivers deserve a "beautiful, well-built car" with a 10-year warranty at a sensible price.