Hyundai Awards Hispanic Ad Account to Del Rivero Messianu

Work Estimated at $30 Million; Includes National and Local Dealers

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DETROIT (AdAge.com) -- Hyundai Motor America said it named Del Rivero Messianu DDB, Coral Gables, Fla., as agency of record for its estimated $30 million U.S. Hispanic account after a four-month review. In addition to national campaigns, the shop, a unit of Omnicom Group, will handle Hyundai’s regional dealer advertising ad groups in heavily Hispanic areas.
Hyundai said it will start working immediately with the Del Rivero's Venice, Calif., office.

The other finalist was Lopez Negrete Communications, a Houston-based independent Hispanic agency that works with Wal-Mart Stores and Bank of America. Before paring the list to the final two, Hyundai’s shortlist also included Ole, a 3-year-old independent Hispanic shop in New York, and Bromley Communications, San Antonio, the largest U.S. Hispanic agency, 49%-owned by Publicis Groupe.

Strategy and creative
The automaker said it will start working immediately with the agency's Venice, Calif., office on strategy and creative for 2007 model launches this fall.

The incumbent, Omnicom's Dieste Harmel & Partners, Dallas, resigned the $30 million U.S. account rather than defend.

Dieste Harmel was named Hyundai's first U.S. Hispanic agency in 1999. The agency's contract ran through the end of 2005. It handled creative, account planning, production, interactive, direct marketing and promotions. Media buying, not included in the review, is at Carat U.S.A.’s multicultural unit.

Robin William Robert, national manager of Hispanic marketing at Hyundai, said in a statement that Del Rivero Messianu was picked for its "foresight, creativity and broad range of advertising skills."

Other accounts
The agency’s other accounts include McDonald’s Corp., Anheuser-Busch’s Budweiser and Bud Light, and Nokia. Del Rivero Messianu has auto experience from previously handling the Volkswagen account in some parts of Latin America.

Select Resources International, Santa Monica, Calif., was the consultant.

Hyundai ranked as the 27th-largest Hispanic advertiser in 2004, spending $30 million, 8% more than the prior year, according to TNS Media Intelligence.

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