Hyundai Motor America
has tapped Wiley & Associates, Westlake Village, Calif., to handle direct marketing for its Sonata launch after a review with other unnamed contenders. Kathy Parker, national advertising manager at the car marketer, said Wiley's role could expand to other direct projects, depending on how the first one goes. Hyundai's national agency, Bates USA West, Irvine, Calif., did a few direct projects for Hyundai, but the client had no direct agency of record, she said. Hyundai plans to expand its direct work.
Copyright October 1998, Crain Communications Inc.