Kumho has hired Smoking Gun to help launch a 'Cash for Causes' community campaign.
The Korean firm is using the money previously spent on sponsorship of Manchester United to launch a marcoms programme designed to bring it closer to its UK-wide network of retail partners.
The 'Cash for Causes' campaign will see more than 200 retailers nationwide nominate two local causes to receive a share of £100,000, with the local community voting on who gets the money. Votes can be cast in-store or online at kumhocauses.com between now and 7 September.
Smoking Gun managing director Rick Guttridge said: ‘We're well versed in community outreach programmes, managing multi-layered stakeholder engagement plans and ensuring maximum, on-brand coverage across all media channels.
‘Our job is to seize on the national mood and media agenda that communities can take responsibility for improving themselves and demonstrate the value of contributions by businesses such as Kumho. We're looking forward to showcasing some amazingly worthwhile local causes and charities that make a tangible difference to the local communities in which they operate.’
The agency's brief is to handle all media relations and social media management around the campaign, including a national launch platform and stakeholder relationships.