Sputnik briefed to establish the quality of Skoda

Skoda UK has appointed Sputnik Communications to help recast the marque as a quality brand and distance it from its Iron Curtain roots.

Skoda UK has appointed Sputnik Communications to help recast the

marque as a quality brand and distance it from its Iron Curtain

roots.



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

added.



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.



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