Mediacom was the long-time incumbent on the account. Singleton will continue to handle the creative work. New campaign work is expected to break within the first half of 2008.
“We were looking for a media partner that had a thorough understanding of both the agile media environment and the demanding consumer landscape of Australia today,” says Tiffanny Junee, manager of corporate communications and media at Hyundai Australia.
“We were looking for a media partner that had a thorough understanding of both the agile media environment and the demanding consumer landscape of Australia today,” says Tiffanny Junee, manager of corporate communications and media at Hyundai Australia.
The different countries in the Hyundai group manage their media strategies independently, thus this win was unrelated to Hyundai America’s recent appointment of Initiative Media America.
The Australian car market is highly competitive, with an estimated 336 makes currently on offer. The industry hit a record high in 2007, with one million sales made. Toyota is perceived to be the current market leader, though the various segments of the automobile industry make accurate comparisons challenging.
“We face brand challenges in differentiating our product in a highly competitive space, but we have an evolving, high quality and reasonably priced product which has won multiple industry awards,” adds Junee, noting that the I30 model which became available last year was named the country’s “Green car of the year” for 2007.
