Hyundai Motor America has narrowed its search for a partner to develop a direct mail and customer loyalty program to three undisclosed agencies with direct capabilities, according to sources.
The finalists are expected to make presentations to the South Korean automaker within the next few weeks, sources said.
Executives at Hyundai's U.S. headquarters in Fountain Valley, Calif., said the search was "proceeding" but declined to comment further.
Hyundai initially contacted 10 shops about the direct portion of the assignment [Adweek, Jan. 5].
Bates USA, Irvine, Calif., which handles Hyundai's estimated $90 million general advertising account, is not competing for the assignment.