Richards Wins Hyundai Dealers

DALLAS — The four Hyundai Motor America Dealer Advertising Associations have hired The Richards Group to handle their advertising accounts, according to the agency.

Total billings for the creative assignments for the four associations is estimated at $200 million. Media responsibilities will continue to be handled by Carat North America.

Dallas-based Richards was awarded the Hyundai Motor America factory account in May.

“We were drawn to The Richards Group’s rich history in retail branding and advertising for such clients as The Home Depot, Motel 6 and Chick-fil-A,” said Hal Philipson, vice president of the Southern States HDAA and chairman of the collective associations’ Dealer Council, in a statement. “We also recognize the value of using a single organization for both our national and regional communications.”

The independent agency will break new advertising in October including TV, radio, print, outdoor and point of sale materials. Richards has already added staff and is opening new account service offices in Orange County, Calif., Chicago, Atlanta and New York. All creative will be developed and produced out of the Dallas office, according to the agency.