With its creative focus continuing to shift toward a value strategy and with an expanding product line, Kia feels the time is right to explore its agency options. In addition, “the account was never pitched when it left GMO,” in 1999, said a source. “And [david-andgoliath] has never been re-viewed.” Others said money is the main issue: In at least two rounds of compensation renegotiation, one drove agency fees lower, another was said to extend the scope of work performed by the shop without a pay hike. With final presentations set for mid-November (after the auto-maker’s October dealer meeting), the finalists are now in strategy-development phase. Each agency will have two scheduled visits with the client before the final presentation. Kia has asked the quartet to pitch ideas on selling the Spectra5, its $13,000-and-up five-door hatchback whose competitive set includes Ford Focus, Chevy Cavalier, Honda Civic and sibling Hyundai’s Elantra. The review is being led by Tom Smith, director of marketing communications. Another key decision maker in the pitch, along with Butterfield, is senior executive coordinator Michael Kim.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity