The agency has been charged with the offline media planning and buying for Kia's SLc and K5 models in China. MPG has also been tasked to handle the launch of new models in the lucrative China market.
DYK’s media spend in China last year was estimated to be US$125 million, according to Nielsen Adex.
DYK Motors is a joint venture between automobile manufacturers Dongfeng Motors, Jiangsu Yueda Investment Share and Korean Kia Motors Corporation, while Innocean Worldwide is a global agency network for automotive marketing and communications.
Thomas Wong, CEO of MPG Greater China, said, “We are delighted to be working with DYK in the China market. Kia now has a very well rounded and strong portfolio of cars in the Chinese market and we are looking forward to partnering with them and being a part of their success story here.”
Vishnu Mohan, CEO of Havas Media Asia-Pacific, added, “It is wonderful to expand our relationship with Kia in China. We have been working on the business in a number of markets globally and in Asia. China is an icing on the cake.”
MPG won a large part of Kia’s global media business in 2009. The Havas Media agency currently handles the business in several markets including Europe, Asia, South America and Middle East, but excluding North America.
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