Hyundai Taps Mercedes Exec for Marketing

BOSTON Hyundai Motor America today said it has named Michelle Cervantez vice president of marketing for the company. Cervantez will be responsible for all Hyundai marketing and advertising in the United States.

Cervantez comes to Hyundai from Mercedes-Benz USA, where she held a similar post. Cervantez has also previously served as vp of marketing for Jaguar Cars North America.

The client spent nearly $390 million on ads last year, per Nielsen Monitor-Plus. Its lead agency is independent The Richards Group in Dallas. Mercedes-Benz spent about $180 million on ads last year and works mainly with Omnicom Group’s Merkley + Partners in New York.

Cervantez succeeds Paul Sellers, who earlier this year became head of Hyundai’s national sales organization.

“We’re very excited to have Michelle, an acknowledged marketing industry leader, join Hyundai. She is committed to taking Hyundai forward to an even higher level with our already strong department and excellent marketing partners,” said company president and CEO Robert Cosmai in a statement.

“Hyundai is clearly a company with great momentum,” said Cervantez. “The opportunities for Hyundai are amazing and I look forward to contributing to the company’s future growth and success in the U.S. marketplace.”

—Adweek staff report

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