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LOS ANGELES Hyundai Motor America is parting ways with its Hispanic marketing agency, Omnicom’s Del Rivero Messianu DDB.
Hyundai spent $35 million on Hispanic advertising in 2006, per TNS Media Intelligence.
The Coral Gables, Fla.-based agency was named the automaker’s agency in February 2006, after a review in the fall of 2005, when Michelle Cervantez was Hyundai’s chief marketing officer.
“The decision was made at the same time as the general market review, to have a clean slate,” said Joel Ewanick, client vp, marekting.
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