An Innocean insider said that the agency would eventually work on the UK advertising for Kia and Hyundai, the accounts for which are held by Mustoes and VCCP respectively.
Innocean is in the process of hiring creative teams, account management and planners. A spokesman said that the aim was to have the agency, currently based in the offices of branding agency Corporate Edge, up and running by September.
According to Hyundai UK, Innocean is already working for Hyundai Motor Europe on pan-European projects, an account previously handled by Atlas.
A Kia spokesman said that no decision had been made yet on whether the UK advertising account would move from Mustoes to Innocean, and that the agency would have to go through a pitch process before it was handed work in the UK.
However, it is believed that Innocean has also won the pan-European brief for the launch of Kia's Carens model.
Hyundai Motor Group is establishing Innocean across the world. It already has offices in Beijing and Poland, and plans to set up operations in Frankfurt and Shanghai.
Innocean's worldwide chief executive Jae-Beom Park plans for the agency to have a global billing of $2bn (£1.1bn) by 2010, which would make it one of the top 20 agencies in the world.
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