Hyundai assigns £10m i30 launch

Hyundai has hired German agency WOB to handle the £10m pan-European launch of its i30 model.

The campaign will maintain Hyundai's attempt to move its brand upmarket and give its marketing a more European feel. The shift in positioning will be reflected in a rise in prices.

The pitch was contested by agencies from Hyundai's main European markets, including its UK agency, VCCP, in a similar approach to that used last year by sister marque Kia for its Sedona MPV and Sorrento 4x4 models.

Last year Hyundai sold just under 36,000 cars in the UK, 3% down on 2005, although its share rose to 1.5%, according to the Society of Motor Manufacturers and Traders

The pan-European pitch, the first Hyundai has held, was handled by its in-house agency Innocean.

- More control, less balance, page 20.