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Who says in-house agencies don’t work? Here’s Hyundai’s Innocean for the Sonata hybrid

They do it differently in the Far East of course but Hyundai, now the world’s fifth-biggest motor manufacturer and the only big brand to increase its volume sales in the US in recession year 2009, has its very own advertising agency, Innocean Worldwide.

This is its latest from its Huntington Beach, California outpost and it’s a pretty cool, all-American ad.

Hyundai Sonata Hybrid – “Anachronistic City” from Innocean on Vimeo.

Hyundai was where General Motors’ fearsome global CMO Joel Ewanick and his recent appointee as US CMO Chris Perry made their reputations.

Would GM consider setting up its own agency, a la Hyundai?

Goodby, Silverstein and Ewanick?

Many years ago a Brit called Kevin Morley did exactly that with the dying embers of the nationalised Rover car company. It didn’t work although Morley did OK out of it.

But these days you get big teams in big agencies including a dedicated creative director working on just one account. Which rather defeats the object of an ad agency really.

So why shouldn’t a client have one?

Just a thought.

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Chris Perry general motors huntington california hyundai in-house agencies innocean worldwide Joel Ewanick Kevin Morley rover sonata hybrid

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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