Innocean USA’s First Chief Creative Officer Will Guide Campaigns for Hyundai

Eric Springer is in the driver's seat

Innocean USA has tapped Eric Springer, a creative executive with big-time automotive experience, to be its chief creative officer, a new role at the Hyundai-backed agency.

Springer most recently served for a year as creative chief at ad shop Ignited and has also held senior posts at FCB West, Pitch and Deutsch L.A. During his 15-year run at the latter, during which he ultimately served as executive vice president and creative director, Springer worked on a pair of well-regarded Volkswagen Super Bowl spots: "Punch Dub" (2010) and "The Force" (2011).

Now, he will lead a team of 150 creative, production and studio employees based at Innocean in Huntington Beach, Calif., working on campaigns for the Hyundai brand.

The agency felt Springer was "the perfect leader" for "driving innovation," said Innocean USA CEO Steve Jun. And Springer said he believes Innocean could become "a creative powerhouse."

Most observers would argue that the shop has a long way to go to meet that lofty goal. Still, it has produced some notable work of late, including a Hyundai video series set in a town of careless crash-test dummies that was widely considered to be among the most offbeat and memorable car advertising of 2015.

Springer is the second high-level hire for Innocean's U.S. operations in as many weeks. Canvas Worldwide—formed last summer by Innocean and Horizon Media to handle U.S. buying chores for Hyundai and Kia—just named former Naked Communications leader Paul Woolmington as  its CEO.

Those two car brands spend roughly a combined $700 million annually on domestic ads alone.