- Steve McClellan

Korean carmaker Hyundai/Kia has consolidated most of its non-U.S. media planning and buying assignments with Havas Media after a review, the client has confirmed. 

Ad spending in the markets that were reviewed is approximately $350 million, per sources.

Other contenders included Omnicom Media Group, the incumbent on Kia's European business; Publicis Groupe's Zenith Optimedia, which has handled the U.K. account; and the U.S. incumbent, Initiative, a unit of Interpublic Group.

The automaker had indicated from the outset that the U.S. account was not in play. The U.S. region went through a review that began in late 2007, with the business shifting from Aegis Group's Carat to Initiative early last year.

The client's U.S. ad expenditures totaled almost $600 million in 2008, per Nielsen.

Commenting on the review, Sean S.H. Kim, svp, marketing at Hyundai, said in a statement, "The media agency consolidation maximizes synergies and leverages the scale of our operation to reduce costs across our global marketing operations."
 
Kim added, "Havas Media has demonstrated an excellent understanding of our business needs, plus high levels of expertise, which will be key to our future growth worldwide."

With the win, Havas Media will be responsible for media planning and buying in Europe, the Middle East, Africa, Latin America, Asia-Pacific (excluding Korea) and India.