The Week

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South Korea's Hyundai-Kia Automotive Group last week said it plans to use separate slogans globally for its two car brands as part of a new global brand management strategy in its drive to become one of the world's top five automakers. The company said Hyundai's worldwide slogan will be "Drive your way," to convey the brand's "refined and confident" brand attributes. Kia Motors America will use "The Power to Surprise." In the U.S., independent agency Richards Group, Dallas, handles Hyundai's national and regional dealer creative. Kia awarded its estimated $8 million U.S. Hispanic account to independent Hispanic agency Al Punto, Tustin, Calif. after a pitch that ran parallel to the automaker's review of its general market account, which remains with Davidandgoliath, Los Angeles. The Hispanic business was previously at WPP Group's Mendoza Dillon, Irvine, Calif. Peter Butterfield, Kia Motors America president-CEO, said sales to the U.S. Hispanic market account for 12% of Kia's volume; Kia sold 270,000 vehicles in the U.S. last year, up nearly 14% from 2003. AdAge.com QwikFIND aaq25r, aaq26g

CBS will give news a makeover

Viacom Co-President and CBS Chairman-CEO Leslie Moonves' declaration last week that he's looking to shake up the format of the evening news when Dan Rather exits in March created quite the stir at the TV Critics tour in Los Angeles. While he declined to say who will be the new face of CBS news, he did say "it might not be that voice of God, that single anchor that's always existed" and emphasized that "we'll be trying to make it fresher and younger without alienating the older viewers." Options being considered include an "ensemble" anchor team, more akin to morning shows, or anchors in various cities. "We're in third place, we can take risks. We have a great opportunity to perhaps be on the cutting edge," he acknowledged. AdAge.com QwikFIND aaq25z

Ketchum changes stand on pundit fee

Following industry-wide criticism for paying a pundit's ad agency $240,000 to publicly support the Bush administration's education agenda, the PR agency Ketchum said last week it would put in place a new policy regarding a contracts with spokespeople. The announcement, which did not outline the policy, marks a softening in the Omnicom Group-owned agency's stance that the burden for disclosing the financial relationship was on the pundit, Armstrong Williams. Numerous PR-industry executives have said that Ketchum erred in a striking a contractual arrangement with a journalist. "We should have recognized the potential issues in working with a communications firm operated by a commentator," the statement said. "It is clear we should have encouraged greater disclosure."

Electronic Arts inks deal with ESPN

Game giant Electronic Arts last week locked up exclusive rights to produce ESPN's sports-oriented video games for the next 15 years. EA gets integrated marketing opportunities within ESPN's TV programming and other properties, which include ESPN the Magazine and ESPN.com. The deal was reported as being worth between $750 million and $850 million. AdAge.com QwikFIND aaq25L

Burnett seeks next creative chief

The search that Leo Burnett USA in Chicago kicked off last week for a successor to top creative executive Cheryl Berman is a chance for a storied agency to identify the next generation of creative leadership. The Publicis Groupe agency plans to conduct a six- to 12-month search to replace Ms. Berman, who is U.S. chief creative officer. The search comes six months after Tom Bernardin, CEO of Leo Burnett USA and president of Leo Burnett Worldwide, reorganized the creative department to give more autonomy to lieutenants under Ms. Berman and Mark Tutssel, vice chairman and regional creative director of Leo Burnett North America. Ms. Berman will continue as chief creative while she and newly appointed Leo Burnett USA President Rich Stoddart identify her successor. AdAge.com QwikFIND aaq25o

FYI...

America Online's MovieFone.com is making available celebrity photos from the Sundance Film Festival, which can be sent as e-postcards. MovieFone donates money to the tsunami relief effort each time an e-postcard goes out. ... PRN Corp., operator of the PRN Network at Wal-Mart and other retailers nationwide, named David Verklin, CEO of Carat Americas, to its board of directors.

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