Hyundai parks at Initiative

Sydney - Hyundai Motor Company Australia has appointed Initiative Media Australia as its lead media agency, ending the car company's long relationship with Mediacom.

Marking a new direction in the company's approach to an integrated communication strategy, Initiative will play a major role as Hyundai Motor Company Australia's partner agency. 

"The media landscape is fluid and we believe an agile approach is imperative to maintain and grow market share.  We believe Initiative is best placed to partner with us to achieve this goal in 2008," said Kevin McCann, director of sales & marketing, Hyundai Motor Company Australia.

The appointment of Initiative to the Hyundai Motor Company Australia business was independent of the recently announced appointment of Initiative Media America to the Hyundai Motor America business.

"Our appointment of Initiative rested on the company's merits, especially in regard to research and consumer analysis, within the Australian market," McCann said.

"Hyundai Motor Company Australia enjoyed a long and successful relationship with Mediacom.  But we have made a business decision to develop a strong partnership and new approach to communication with our new strategic agency and are confident this will further enhance Hyundai Motor Company Australia's consumer understanding and market penetration" said McCann.