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With the creative portion of Hyundai Motor America’s $160 million national account set to move to The Richards Group, Bates USA West is fighting to stay alive in Irvine, Calif. Although the shop could still hang on to the Korean auto maker’s dealer business, Bates seems to have already written off its longtime client.
Bates’ contract for the dealer account runs through September, said Bill Whitehead, Bates Worldwide regional president of the Americas. Spending last year for the creative and media account was $110 million, according to CMR.
A meeting between Richards and the Hyundai Dealer Association of America board, led by dealer council chairman Tom O’Brien of Tom O’Brien Hyundai in Quincy, Mass.,
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