With Achenbaum In Tow, Kia Looks To Expand Review

Last week's selection of consultancy Achenbaum Bogda Associates to manage Kia Motors America's $270 million creative search alters the landscape considerably, changing the review's timetable and potentially opening it up to new contenders following a search-agency conflict."Our first step will be to contact all the agencies that were involved in the [original AAR Partners] search," said ABA partner Reji Puthenveetil, who will run the review out of the consultancy's Raleigh, N.C., office with partner Mike Bogda in Dallas. "We will honor all those on the [AAR] list, but others might be included. We will add agencies that we think Kia would want to see."Puthenveetil would not comment on whether Kia contenders—sources said there's a list of 13-15 agencies—remain on AAR's list for Subaru of America, given that the consultancy permitted agencies to pitch both clients until the final round. But he added that the delay in the selection process staggers the timing so that those cut from Subaru's $165 million review might become contenders for Kia's business."Subaru is already in the credentials-presentations part of the search," said Puthenveetil. "We're still getting our hands around the contenders. By the time we finish, some of those agencies [in Subaru] may well have been dropped. Given the timing, it's possible they would be allowed into ours."One search consultant doubted if any shop would contend in both reviews, even if permitted. "It would be impossible to marshall the resources necessary to pitch two simultaneously," the source said. "Agencies probably assessed what is their best chance." After a period in limbo when Irvine, Calif.-based Kia was between consultancies, some contenders for Kia's business felt less than confident about whether their original efforts were worth the trouble."At this point, we've invested a solid week in four different departments—we don't contend for cars with a boilerplate response," said one agency source. "In new business, nothing should ever surprise me, but screwing up something this simple? Come on! This is blocking and tackling!"The source said the shop learned of ABA's selection last Thursday through press reports. Puthenveetil sent an e-mail later in the day to the agencies ABA inherited from AAR's search. "These previous efforts you have made will not be lost in this transition," the letter said. "Your previously submitted Fact Sheet Responses will be forwarded to us for our review. We will analyze the requested information and will have additional questions for you in the coming days."Then came the part that one contender called "obvious wiggle room": "We will need to evaluate the process that has taken place so far and potentially make some changes and adjust the timeline," the letter said. "We will ensure that you are made aware of any such alterations.""So now they're just going to put in their favorites?" said another contender. "It's not fair, but dealing with search consultants is an unfortunate part of doing business."

Brand Marketing

With Achenbaum In Tow, Kia Looks To Expand Review

Gregory Solman

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Gregory Solman