Feb 8, 2006 6:05 AM, PROMO Xtra

Hyundai North America last week tapped Del Rivero Messianu DDB as its Hispanic advertising agency responsible for developing interactive and experiential marketing programs for the company's 2006 FIFA World Cup sponsorship, and strategy for the launch of the 2007 model year vehicles in the fall.

In addition to national branding campaigns, the Coral Gables, FL, agency's assignment will include creative executions to support Hyundai's dealer network in Hispanic communities.

"Being Hispanic, I am personally aware of the need to establish a relationship with our audience and not only reach but touch Hispanic consumers," said Robin William Robert, Hyundai's national manager Hispanic Marketing, in a statement. To meet our aggressive sales goals, we intend to provide our dealers with the highest quality and culturally relevant resources possible."

The Fountain Valley, CA-based company will activate its sponsorship of this summer's FIFA World Cup with three television spots which will begin airing nationally mid-February on Spanish-language stations.

DDB replaces Dieste, Harmel & Partners, which had held the account since 1999.

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