Hyundai, Kia Media in Play

AdWeek, October 09, 2007
By Steve McClellan

NEW YORK (AdWeek.com) – The media planning and buying portions of the Hyundai and Kia ad accounts have been placed in review.

World Marketing Group (WMG), the Irvine, Calif.-based media management group for Hyundai Motor America and Kia Motors America, said it has selected Roth Associates to guide the review process.

Combined domestic measured media spending topped $800 million in 2006, with Hyundai accounting for $600 million of that outlay, according to Nielsen Monitor-Plus. Through the first eight months of 2007, Hyundai and Kia spent about $320 million and $150 million, respectively, on U.S. ads.

Carat is the incumbent, and the client said that the Aegis Group-owned shop would be given an automatic finalist slot in the review process. Carat said it intends to defend.

“We are confident that with Roth Associates supporting the review, WMG will have the best opportunity to select the right media agency to help us meet strategic needs for Hyundai and Kia, growing brands in the North American market,” said William Lee, COO at WMG, in a statement.

Creative is not a part of the review, WMG said. Hyundai’s creative shop is Omnicom Group’s Goodby, Silverstein & Partners, which added the business in April. Kia’s creative agency is independent davidandgoliath.