Oakwood DC drives branding at Hyundai

Hyundai has appointed Oakwood DC as its lead design group, replacing Sharp End, its incumbent of ten years, as the Korean car manufacturer overhauls its roster of marketing services groups.

Oakwood DC, which was appointed following a six-way pitch against undisclosed competitors, will be tasked with designing print literature for the company’s entire range of vehicles, as well as point-of-sale material and showroom graphics for its car dealerships.

According to Oakwood DC account manager Alison Habbijam, the group is in a handover phase at present and will be briefed on new projects from next month, once an advertising agency has been appointed. It will then work in conjunction with the ad agency in updating the company’s brand and positioning.

Habbijam says she expects the group will be tasked with ‘positioning the brand towards a wider and younger audience’, as well as building awareness of promotions such as its five-year manufacturer’s warranty.

Oakwood DC partner Chris Jones is creative lead on the project and the first evidence of the consultancy’s work is likely to roll out from March.

Hyundai is in the process of reviewing its £15m advertising account after ten years with Leagas Delaney and a decision is expected shortly. It also moved its below the line account to Carlson Marketing last year.