Hyundai-Kia Taps Havas' MPG for International Media Duties

$300 Million Account Does Not Include North America, China, Korea

By Published on .

NEW YORK (AdAge.com) -- Hyundai-Kia has awarded a big chunk of international media buying business to Havas' MPG, according to executives with knowledge of the review.

The review included nearly 160-plus markets across the globe such as Europe, parts of Asia as well as parts of South America. Billings on the account are believed to be in the neighborhood of $300 million. The review didn't include the U.S., where Interpublic Group of Cos.' Initiative manages the business, Canada, Australia, China and Korea.

MPG beat out Initiative, Publicis Groupe's ZenithOptimedia and Omnicom Group shop K360. The agency referred calls to the client and the Seoul, Korea-based automaker did not respond to e-mails by press time.

Hyundai has been growing in Latin America and the Middle East, as well as India and China.

Before the pitches got under way a Kia spokeswoman told Ad Age via e-mail the reason for the review was "to ensure the corporation has a competitive advantage in the marketplace." An executive close to the matter said Hyundai and Kia want more cohesive media planning and executions and that a consolidation will also boost the advertisers' clout in the various markets.

This marks the second big global win for MPG, which retained Danone's nearly $150 million North American media account in late October as part of the company's global media review.

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