Hyundai Motors Names LatinWorks As Its National Hispanic Marketing Agency

Anthony Fontanelle
August 17, 2007

Hyundai Motor America (HMA) named LatinWorks as its national Hispanic marketing and advertising agency of record. The selection, announced Wednesday, was made following presentations by five agencies at the automaker’s national headquarters in Fountain Valley, Calif. last week.

“Hyundai understands the importance of the Hispanic market and with the addition of LatinWorks as our marketing partner, we are strengthening our commitment to this community,” said HMA Vice President of Marketing Joel Ewanick. “We believe that their strategic understanding and proven creative abilities will move Hyundai’s relationship with the Hispanic community further.”

The New York agency will begin working on national Hispanic advertising campaigns for the automaker next month. The first campaign is expected to appear shortly in Internet, broadcast and print media. It will be boosted by other interactive elements.

LatinWorks, the Austin, Texas-based Hispanic agency, famed for its creative marketing masterpieces, has bolstered its credentials by winning the prestigious Bronze Lion Award at the 2007 Cannes Lions International Advertising Festival and three creative awards for internet campaigns from the Interactive Media Council.

“We are thrilled and honored to work with Hyundai Motor America at this very important time for its brand,” said Sergio Alcocer, the president and chief creative officer of LatinWorks. “There is a great opportunity to share its fantastic product stories and help elevate Hyundai’s image in the Hispanic market.”

Alcocer said that the selection was pushed back while the HMA marketing team was restructured at headquarters in Fountain Valley, and during the search for a new general-market agency. Goodby, Silverstein & Partners, based in San Francisco, won the account in April. "That's when they started the search for a Latino agency," added Alcocer, who will manage the $30 million-worth account.

Alcocer sees the win as "a phenomenal opportunity," adding, "There is a new general-market positioning that is well on its way. We need to start working in tandem [with all the marketing teams] to explore what is the voice of the brand for Latinos."

Omnicom Group holds a non-controlling interest in LatinWorks, which competed against four other Hispanic agencies: Acento Advertising, based in Los Angeles; Grupo Gallegos in Long Beach, Calif.; Omnicom's Dieste Harmel & Partners in Dallas; and Winglatino, WPP's Hispanic shop in New York, Adweek reported.

According to Nielsen Monitor-Plus, HMA's combined ad spending for Hispanic television and print has reached $15 million so far this year, with TV accounting for $13 million. That is a 30 percent decrease in combined spending from the same time period in 2006, which totaled $35 million.

LatinWorks had a blissful week with new account wins. Tuesday brought news that the shop has been named agency of record for Batanga, the online entertainment company, which secured $30 million Series C financing. Alcocer said, "It's really exciting times for Hyundai and for Batanga and obviously for LatinWorks."

HMA is a subsidiary of the Hyundai Motor Co. of Korea. The automaker’s product lines are distributed throughout the United States by HMA and are sold and serviced through more than 750 dealerships nationwide.

The Korean automaker, famed in the manufacture of the Hyundai Scoupe radiator and other auto parts, seeks to invade new heights to augment its edge in the global automotive competition.

Source:  Amazines.com