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DDB Needham Worldwide, Sydney, has retained the $26 million-plus Hyundai Australia automotive account after a tough, extremely public two month review during which three key DDB staffers on the Hyundai account quit to join local boutique Promotional Partners with the express intention of wooing away the lucrative business. The win is crucial to DDB following a difficult year that has seen a string of losses. DDB reportedly held Hyundai because of a proposal to develop a new quality/value advertising theme, raising the brand's status from "budget" to "quality" class.

Copyright October 1996, Crain Communications Inc.

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