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Dealer Work Could Follow National Account, Totaling $200 Mil.
LOS ANGELES-Sales are soaring, but Hyundai Motor America sees "untapped potential" and is eager to become a "real Toyota/Honda-level brand," according to the RFP for its $160 million national creative account.
The review, launched last week, caught the incumbent, Bates USA, off guard and immediate stirred speculation about the future of its Irvine, Calif., office.
"We didn't see it coming, especially in light of all our success," said John Upton, group account director for Hyundai's national and dealer advertising. "I don't feel there's any dissatisfaction with the product or the agency/client relationship."
Bates is defending. The search is being led by Select Resources International, West Hollywood, Calif.
The RFP says shops must be ready to "fully service both the factory and the dealer side on a consolidated basis." Contenders take this to mean the dealer account will follow the national business. Should the dealer work be added,...