Korean carmaker Kia has launched a media review that incumbent Initiative has declined to take part in, AdNews can reveal.
AdNews understands the review does not affect Initiative's work on its other car client Hyundai, which had also been rumoured for review.
A spokesperson from Initiative confirmed to AdNews the agency declined to participate in the Kia media review.
Kia spent $18.9 million on media in the 12 months to October, according to Nielsen.
As the media review is in its infancy, a shortlist has not yet been drawn up, but several media agencies will be conflicted out of the business, including OMD, PHD, Carat, Vizeum, Zenith, Starcom and most of GroupM.
Kia is the latest automotive company to pitch media in recent months, following VW, Fiat and Suzuki.
Initiative has undergone a leadership change in the past month with Melissa Fein promoted to CEO.
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