Bates secures 13m Hyundai task despite conflict with 100m Seat

Bates Europe will be hired to create an estimated 13m pan-European account for Hyundai, despite picking up the 100m pan-European account for rival Seat Cars.

A spokesman for the Korean car company’s European operations says: “We are reading the situation closely. We have discussed it with Bates Europe and it will find a solution to this problem.

“We are thinking of Bates and will make a plan for the pan-European campaign.”

He says a formal decision will be made within two weeks. But it seems clear that Bates’ decision to create a separate business unit in London to handle Hyundai and avoid conflict with Seat will be enough to satisfy the Korean company.

The campaign will stress that Hyundai manufactures more than just cars and does not affect Hyundai’s relationship in the UK with Leagas Delaney.

The Volkswagen-owned Spanish car maker Seat handed its 100m pan-European account to Bates Worldwide last week, following a seven-month pitch.

The pitch was delayed by internal wrangling at VW. The addition of the DDB-owned Griffin Bacall to the final shortlist, which also included the FCB/Wilkens network and Casadevall Pedreño, is being seen as a concession to Germany, because DDB handles VW globally.


Ford fights writ against Focus

Marketing Week

Ford has acted against a legal threat from a German publisher by starting its own proceedings in a Cologne court to establish its right to use the Focus name in Germany. The row in the German courts threatens to disrupt the launch of the car maker’s Focus model scheduled for October (MW March 26). The […]

German row hits Ford Focus global launch

Marketing Week

The chances of walking into a newsagent to buy a copy of a current affairs magazine and walking out with an 11,000 car are remote. But potential confusion sits at the centre of a European legal row over whether Ford has the right to use the name “Focus” to launch its replacement Escort in the […]

Clients must learn how to read media

Marketing Week

I read with interest Stephanie Bentley’s media analysis regarding recent concerns expressed by John Hooper, director general of ISBA, and others about the low level of media literacy among clients (MW March 26). As an advertiser who much values its long-established working relationships with its media buying agencies, CIA Medianetwork and Mediacom, I would totally […]


    Leave a comment


    Got a question?