Havas Media, the global communications giant, has won a six-way bid to operate a global programme on behalf of Hyundai and Kia from the beginning of 2010.

The car companies said that the new media planning and buying programme is designed to maximise efficiency and effectiveness, while optimizing pan-regional opportunities, co-ordination of central and local advertising campaigns and supporting a clear brand separation.

"Kia's global marketing initiatives will benefit tremendously by this consolidation," says Soon-Nam Lee, Director of Overseas Marketing Group, Kia Motors Corporation.  "By combining our efforts, we can further develop and grow our Kia brand around the world through synergies created from Havas Media's understanding of our particular business needs.

"The key to our growth will rely on Kia's ability to adjust to the changing media environment. Havas Media has demonstrated an excellent understanding of our strategic vision and we feel their media creativity and digital expertise will help us develop and drive our future endeavours," he added.

The new agency will be responsible for media planning and buying in five regions - Western & Eastern Europe, the Middle East, Latin America, Africa and Asia (including India).  Havas Media replaces several agencies that previously serviced both Kia and Hyundai's media needs. Havas's other automotive clients include Fiat, Jaguar, Peugeot-Citroen, Renault, Volkswagen and Volvo.