Hyundai Seeks Hispanic Shop

DALLAS Hyundai Motor America today launched a search for an agency to handle its $20 million Hispanic account after parting company with Omnicom Group’s Dieste Harmel & Partners, the client said.

Dallas-based DHP, which has held the account since 1999, will retain the contract through the end of the year. Hyundai spent $20 million in measured media in 2004 and $20 million through August 2005, per TNS Media Intelligence.

Select Resources International of Santa Monica, Calif., will conduct the search for Hyundai, whose U.S. headquarters are in Fountain Valley, Calif. Hyundai officials said they expect to name a new agency by the end of the year.

“Dieste has been a tremendous part of Hyundai’s growth and sales success since the inception of our relationship,” said Paul Koh, executive director of ethnic marketing.

Dallas independent The Richards Group represents Hyundai’s general-market advertising account.

Hyundai cars and sport utility vehicles are distributed in the U.S. by Hyundai Motor America and are sold and serviced by more than 660 dealers. The company this year opened its first U.S. assembly plant in Alabama.