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Hyundai, the car manufacturer, is talking to three agencies about a

multi-million pound pan-European branding exercise.

Leagas Delaney, Bates Worldwide and Germany’s Menzel Nolte Heinemann

have each prepared suggestions for a satellite TV and press campaign to

launch in September. The campaign will be run by Hyundai’s German-based

European marketing manager, Karl Kim.

Bates was chosen because it has the account in the US and its affiliate,

Bates Diamond, runs Hyundai’s advertising in its home country,

Korea.

Leagas Delaney is the roster agency of Hyundai’s UK distributor, Lex,

while Menzel Nolte runs the brand’s advertising in Germany.

Hyundai now believes that leaving all advertising in the hands of local

distributors does not cover all the bases in its marketing strategy. The

car maker has found that locally devised campaigns are sales orientated

and do not offer strong central branding messages.

This, together with a desire to lift the sales of its larger models, has

prompted a strategic rethink. Backed by an estimated pounds 7 million,

it will be the largest regional campaign planned by Hyundai.