IdeaWorks and SOM win split Hyundai business Maria Nguyen
WPP’s IdeaWorks has won Hyundai’s retail business from three-year incumbent Singleton Ogilvy & Mather, which retains the brand advertising account.
Hyundai Motor Company Australia called a review of its advertising business on December 23 as SOM’s three-year contract was coming to an end.
However, the car manufacturer decided to split the account into product/brand and retail, inviting agencies to pitch for either one or both businesses.
Five agencies were shortlisted with IdeaWorks, majority owned by WPP, awarded the retail account and STW’s SOM re-appointed to brand strategy development and product creative work.
SOM had been handling all of the business for the past three years.
Hyundai general manager of marketing, Oliver Mann, said splitting the account was a strategic necessity.
“It was really about recognising the two needs in our business. To support the launches of an array of new products and, second, to provide a strong call to action within our retail marketing,” Mann told B&T.
The appointments are effective March 1.
“Both appointments follow Hyundai’s normal end-of-contract renewal pitch processes and are nominally for 12 months with rolling options for subsequent years, [which are] standard practice for Hyundai Motor globally,” Hyundai said.
Respective agency creative teams are led by Jonathon McCauley at IdeaWorks and Paul Dunn and Ant Larcombe at SOM.
Hyundai said it will also maintain its creative relationship with Auckland agency Assignment NZ which created the award-winning Santa Fe AWD campaign featuring a nappy-clad toddler driving to the beach and surfing.
The ad was has now been banned in Australia by the Advertising Standards Bureau.
The car manufacturer is not, at this time, reviewing its media account, currently held by Mediacom.
