ASIA-PACIFIC – SHANGHAI, CHINA, MARCH 29, 2011 – MPG China, the local office of Havas Media’s flagship brand, has been appointed the media partner of Dongfeng Yueda Kia Motors (DYK Motors) by Innocean Worldwide after a competitive pitch process that involved three local agencies.
The agency will handle offline media planning and buying for two brands of DYK Motors including SLc and K5.
DYK Motors is a joint venture between automobile manufacturers Dongfeng Motors, Jiangsu Yueda Investment Share Co., Ltd. and Korean Kia Motors Corporation while Innocean Worldwide is a global agency network for automotive marketing and communications. DYK’s media spend in China last year was estimated to be about US $125 million, according to Nielsen Adex.
Thomas Wong (pictured), 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 them and being a part of their success story here.”
“The team at MPG China worked relentlessly during the pitch process. The clients were impressed with our solid consumer insights, strategic approach and competitive buying strategy. MPG’s cutting edge proprietary tools played a big part in this win.”
Vishnu Mohan, CEO of Havas Media Asia Pacific, said: “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.”
“Without doubt the Kia brand is set for explosive growth is many markets in the region and China is one of them. More than anything else this win is a testament to MPG China’s innovative and competitive offering in the market. The China team has worked hard and long to prove that it can deliver the value that clients appreciate.”
MPG won a significant chunk 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.
