Hyundai gears up for account review

Hyundai gears up for account reviewHyundai has kicked off a search for a new direct marketing agency, just months after its sister brand Kia reviewed its account.
It is understood the review has been sparked by FCB Inferno’s capture of the BMW account. As DraftFCB, the agency has handled the Hyundai account since 2011, poaching it from Carlson (now Aimia).
At the time, Draft also handled the Vauxhall DM account, but declined to repitch for that business after picking up the Hyundai brief.
Hyundai has reportedly already shortlisted a number of agencies to pitch for the account, which will include CRM, direct marketing and digital activity.
In May, sister brand Kia Motors appointed VCCP me as its first retained CRM agency, following a three-way pitch.
The pitch, which kicked off in March, was spearheaded by Kia marketing director Mark Hopkins, who joined the company in January following a spell as head of marketing at Volkswagen Commercial Vehicles.
Hyundai is the world’s fifth-biggest car maker combined with Kia Motors, although it recently reported a 7% slump in profits 2.24 trillion Korean won (£1.28 billion) net profit for the second quarter. It blamed the strength of its local currency for its woes.
The company said it will now consider making cars overseas – a departure from its previous stance and a move that could help insulate it from the strength of the South Korean currency.

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