Carlson wins Hyundai direct marketing brief

Korean car marque Hyundai has awarded its multi-million pound UK direct marketing account to Carlson Marketing Group after a four-way pitch.

Dunnhumby Cinnamon and WWAV Rapp Collins also pitched, but incumbent Clark McKay & Walpole withdrew during the selection process.

The review was overseen by marketing director Jim Campbell, who joined the company last year. He was previously global marketing director for Rolls Royce.

Carlton already handles the below-the-line account for Hyundai in the US.

Last year Hyundai moved its US advertising account out of Bates – a decisive factor in the downfall of parent Cordiant Communications (MW January 31, 2002). Hyundai UK claims it has no immediate plans to review its creative account with Leagas Delaney or its media and planning account with PHD.

Hyundai reviewed its dealer marketing in June and, along with Rees Bradley Hepburn, set up a dedicated company called Hyundai Dealer Marketing Services to look after the business.

Last year the company introduced five-year transferable warranties for its entire range of cars (MW August 8, 2002). This month it launched the Terracan luxury 4×4 in the UK (MW last week), having earlier this year introduced the Getz supermini model to favourable reviews.

The UK distribution company for Hyundai is owned by the RAC. DaimlerChrysler and Mitsubishi both have minority stakes in parent company Hyundai Motor Company.


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