Hyundai Motors America chose Goodby Silverstein & Partners as its new ad agency on Tuesday for its $300 million national ad account. Goodby, which until recently had been handling ad duties for General Motors’ Saturn brand, is expected to launch new advertising for the South Korean brand within a few months.
Hyundai’s biggest task, says director of marketing Joel Ewanick, is to “move the brand to a new place in consumers’ heads and hearts.” Hyundai has been the fastest growing company in the auto industry, but sales growth has slowed of late. Sales were flat last year at 455,000 despite the addition of new products like the Azera sedan and Entourage minivan. And sales of the Sonata sedan, now built at the company’s
Hyundai says only about 23 percent of consumers in the new-car segments in which Hyundai competes are actually considering the brand. That’s about one third the consideration that
Goodby bested a list of some of the most creative ad agencies in the
A few years ago, Hyundai had a target of selling one million vehicles in
Hyundai earlier this month kicked off a new advertising effort produced by Siltanen, which had scored an assignment from Hyundai before the company decided to review its ad account, which was formerly at The Richards Group of
Hyundai Lays Down Challenge with Genesis by TCC Team (4/5/2007)
Koreans hope for Lexus-like respect with sedan.
Hyundai Azera Gets New Base Model by Marty Padgett (3/19/2007)
Smaller V-6, lower price tag.
Hyundai Plans U.S. Engine Plant by Marty Padgett (3/13/2007)
Factory will supply