From Incremental to Impactful: Transforming Kia’s value delivery

Background

Active started working with Kia in 2019, having successfully secured the account following a competitive pitch against the incumbent. As part of the pitch, Active committed to delivering significant incremental media value to Kia, working alongside their marketing team.

The Challenge

To work alongside Kia’s agency of record to deliver a strategy that allows Kia to increase its marketing budget using Corporate Trade, to improve the brand’s impact.

The Solution

Active met with all stakeholders to discuss industry insights from the media and automotive sectors. These meetings identified areas of opportunity where Active was able to bring incremental value to Kia via our trading relationships. Alongside traditional media, Active worked closely with Kia and their agency of record to increase digital media spending year-on-year through our involvement.

Results

Since 2019, Active has traded a substantial amount of incremental media spending. This value has helped Kia maintain its desired creative and media spending for new model launches despite market changes and budgetary pressures over this period. As an additional benefit, Active has also been able to facilitate Kia securing a fleet contract from one of our media partners by allowing the media owner to part-fund the cost of the contract in their media space.

Testimonial

“Active International is a valued business partner to Kia and has helped drive incremental value to our business since the start of 2019. By working seamlessly with our media agency, Active has been able to maximise the value delivered across a significant barterable media to date.
The Active team’s strong communication, collaboration, and support make them a very easy partner to work with. We have established a mutually beneficial partnership, and I look forward to continuing this in the future.”

Jane Fenn, Head of Brand Comms at Kia