Hyundai reviews £12m business

Korean car marque Hyundai is reviewing its &£12m advertising business held by Leagas Delaney.

The review will be overseen by marketing director Jim Campbell, a former marketing director of Rolls-Royce and Bentley Motors who joined Hyundai just over a year ago (MW October 10, 2002). It is not known which agencies are to pitch for the business.

Leagas Delaney has held the account since 1993 when it relaunched the car brand in the UK.

Hyundai’s five-year transferable unlimited mileage warranty is a key plank of its UK marketing strategy, and was promoted in a multi-million pound campaign created by Leagas Delaney last year (MW August 8, 2002).

In July, Hyundai awarded its multi-million pound UK direct marketing brief to Carlson Marketing Group, which also looks after its account in the US. Hyundai’s decision to move its US advertising out of Bates contributed to the downfall of parent Cordiant Communications (MW January 31, 2002).

Hyundai-owned Kia Motors recently reviewed its &£10m UK ad account for the second time in a year, only to reappoint Mustoes (MW September 11, MW October 30).

Hyundai has a nine-model line-up in the UK and its Coupé and recently launched Getz supermini have been favourably reviewed.

DaimlerChrysler and Mitsubishi have minority stakes in Hyundai, and its UK distribution company is owned by the RAC.