Hyundai/Kia has lined up five agencies to contest its $800 million media task.
Carat, the Aegis-owned incumbent, will defend the business against Publicis Groupe's Optimedia, Interpublic's Initiative, Havas Media and the independent shop Horizon Media.
The list is expected to be shortened further after chemistry and credentials meetings at the Hyundai/Kia offices in Irvine. Sources said the list was relatively short for such a sizeable car account because other major media agencies had conflicting business.
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