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Hyundai Motor Co.’s estimated $450 million-plus global media review is part of a power play by the automaker’s Korean marketing executives to grab control of the account, and may lead to a creative review as well, according to sources.
The search—launched despite big sales gains—was initiated by several Korean executives, including executive coordinator Kenny Han, sources said. The decision came “without the knowledge or consent of the American staff [at Hyundai]. They were shocked,” one executive said.
Presentations began last week at Hyundai’s Seoul headquarters.
In addition, the car marker is currently seeking an executive to direct worldwide marketing, product and brand strategy out of Seoul.
“While they are looking to have someone in Seoul working the company’s strategic direction, it could get down to the level of creative execution,” a source speculated.
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