AdWeek: Kia Reviews Creative on Its $270 Mil. Account
Kia put the creative portion of its $270 million account into review, although it said it would reserve a spot in the final round for ampersand-challenged incumbent davidandgoliath. The discount carmaker has embraced the web to a greater extent than most other automotive brands, even launching its latest high-end model on the Internet before breaking traditional media spots.
A company executive noted last December that the web was far more efficient in driving what he called "hand raisers" than other media.
The review would be a first for Irvine, CA's davidandgoliath, which was handed the account without review after Kia proved unhappy with San Francisco-based GMO.
