Skoda UK has appointed Sputnik Communications to help recast the
marque as a quality brand and distance it from its Iron Curtain
The agency will work alongside Propeller Communications which handles
long-term brand building, handling press work relating to the brand’s
current advertising campaign for the new Fabia model.
Sputnik partner, Penny Furniss, said the target was the consumer market
and that the plan was to explain how Skoda has changed since it was
purchased by Volkswagen.
’There is such ingrained prejudice against the brand, but I think there
is a latent will for it to succeed - it is an underdog thing,’ she
Sputnik will work with the creative agency responsible for the current
ads, Fallon McElligott, which recommended them for the position.
Chris Hawken, the Skoda marketing director to whom the agency reports,
said: ’PR is critical to any small brand which needs to get a product
launched - it is impossible to get a good share of voice compared to
companies like Ford without it.