Skoda switches digital work to Reading Room

Skoda has pulled its digital account out of Good-technology just months after briefing the agency to relaunch its website as a social network for car enthusiasts.

The marque is understood to have appointed Reading Room to oversee the redevelopment of its existing site as a 'best of breed' interactive automotive portal.

The decision is an about-turn by Skoda, which had been working with Goodtechnology since April to redefine its digital strategy in the face of growing competition from rivals Honda, Vauxhall and Volkswagen.

The appointment will not affect Skoda's relationship with Archibald Ingall Stretton, which has worked with the car company on its digital and direct marketing for the past eight years.

Last month Skoda launched an integrated campaign to promote its Fabia model. The TV ad, by Fallon, shows a team of bakers making a giant cake in the shape of a car, accompanied by the song My Favourite Things from The Sound of Music. Archibald Ingall Stretton handled the below-the-line elements, including a branded microsite and direct mail campaign.

Skoda is performing well in the UK. Its sales grew by 2.5% last year to almost 39,000 cars, according to the Society of Motor Manufacturers and Traders. It was the top-ranked European car brand in the most recent JD Power/What Car? customer satisfaction survey.

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