Hyundai Auto Canada has joined its corporate cousin Kia at advertising agency Innocean Worldwide Canada.
Hyundai’s split with Toronto agency Bensimon Byrne, which held the business since 2004, was announced in a press release late Monday afternoon.
"Innocean has direct links with Hyundai globally," said John Vernile, vice-president, marketing, Hyundai Auto Canada Corp, in the release. "In particular, they are the agency of record for our colleagues south of the border at Hyundai Motor America. We look forward to leveraging that type of collaboration and integration."
Hyundai was named one of Marketing‘s Top 10 Marketers of the Year in 2009 after a year of strong growth–when most car companies struggled mightily during the recession–and its "Smart is in" communications platform developed by Bensimon Byrne.
"This change is in no way a reflection of Bensimon Byrne’s performance," said Vernile. "We have a very strong relationship with Bensimon Byrne, and tremendous respect for the work that they do… Working with them has had a positive impact on our strong results today."
Kia moved its account from Publicis to Innocean–part of the Hyundai Kia Automotive Group–late last year, though Kia’s long-time U.S. agency David & Goliath will also open a small office in Toronto to work on Canadian creative.
And while the move had some in the industry speculating a move for Hyundai could follow, Bensimon Byrne was assured in late January the account was safe.
Speaking with Marketing in late January, Bensimon Byrne president Jack Bensimon said they’ve long heard rumours about the business moving to Innocean.
"I can’t believe Innocean isn’t in there pitching like crazy," he said, but added that he had heard nothing new from the client.
"Not a word, and quite to the contrary. We’ve been given lots of assurances."
So the decision came as a surprise, he said Monday afternoon.
"I think Hyundai Canada has seen much more of an opportunity in integrating on a North American basis with Hyundai Motor America. They started looking at it less from the efficiencies and more at the integration they could achieve if they picked up creative out of the States. It’s much more of a North American thing than we initially thought."
