• Adweek, Friday, November 2, 2007 12 PM

Five shops are in contention for Hyundai/Kia's massive media business, insiders say--including Optimedia, Initiative, Havas Media, Horizon Media and incumbent Carat. Meetings were held at the Korean carmaker's California offices this week, and a cut to finalists could come soon.

The company's domestic measured media spending was north of $800 million last year, with Hyundai accounting for three-quarters of that, according to Nielsen Monitor-Plus. And through the first eight months of 2007, Hyundai and Kia spent $320 million and $150 million, respectively, on U.S. ads.

The list of contenders is short for a car account of that magnitude because most other big media agencies have conflicts. And even now, three of the five either have other car or dealer accounts. Optimedia's sibling Zenith works for Toyota, while Havas' MPG handles Volvo and Horizon recently won the Southern California Honda Dealers Association.

Roth Associates is overseeing the review, and while they aren't talking, "we are confident that with Roth Associates supporting the review, [Hyundai] will have the best opportunity to select the right media agency to help us meet strategic needs for Hyundai and Kia, growing brands in the North American market," says William Lee, chief operating officer.

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