KIA MOTORS NAMES NEW AOR
By Adnews Staff
Less then a week after it announced the termination of its first advertising agency, Kia Motors America has announced that David and Goliath Advertising of Los Angeles will become its agency-of-record. David and Goliath Advertising will replace Goldberg Moser O'Neill of San Francisco, which has been working with Kia since the company launched in 1993. Dick Macedo, Kia's executive vice president of marketing and sales said Kia is helping to design and build an agency specifically to meet its marketing needs as the company prepares to launch three new models in the next year. David and Goliath will be managing the Kia account with a budget of more than $100 million and has formed several alliances with a number of Omnicom Group's marketing services companies. Support in media buying will come from Optimum Media Directions, overall brand strategy support from Interbrand and database marketing services from Rapp Collins Worldwide. Alliances have also been formed with Boyd Communications for collateral and DDB Promotions for support with special events. Kia's sales targets for the new year are scheduled to reach 175,000 units with an increase to 200,000 units for 2001. Macedo said Kia's new ad agency must have the resources to help the car company reach its goals. David and Goliath's appointment is effective February 15, 2000.