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The company has contacted agencies through its in-house advertising agency, Innocean, in a move designed to streamline its creative relationships.

Hyundai uses different agencies in markets across Europe, and also appoints agencies on a project basis to handle individual launches. As a result, work from European agencies runs in the UK alongside VCCP campaigns.

VCCP won the UK brief in 2004 after a final pitch against Abbott Mead Vickers BBDO. It was asked to lead a consortium including Rees Bradley Hepburn, which handled dealership marketing, Carlson Marketing for DM and Oakwood dc, which was hired as Hyundai's design agency.