Hyundai Seeks Counsel Outside Bates on ‘Problems’

Hyundai Motor America has contacted several consulting companies about undisclosed projects.
Bruce Goren, national manager of advertising for the Fountain Valley, Calif., company, confirmed that Hyundai had contacted consultancy Morgan, Anderson in New York. “We’re trying to fix our problems,” said Goren, “but we’re not doing an agency search.”
Tim Hart, chief executive of Bates USA West in Irvine, Calif., which handles Hyundai’s estimated $100 million ad account, said “It has nothing to do with advertising.”
Achenbaum Bogda Associates principal Alvin Achenbaum said Hyundai marketing director Maurice Bowen had contacted his New York firm with concerns about the possible sale of Bates as the “demerger” of Bates parent Cordiant proceeds. —
Hank Kim and Angela Dawson