Canvas Worldwide | Agency Profile, Contacts, AOR, Client Relationships

• Made by African American marketing AOR , "Choose Yours" rolled out across video, digital, and influencer executions via various broadcast and digital channels.
• It will also amplify its messaging and vehicle features via various media platforms.
• The company will likely:
  • Continue trying to reach African American, Hispanic, and other multicultural audiences with a shifted strategy
  • Keep ramping up digital spend
  • Conduct additional agency reviews following a recent one (more below)
• Target demographic: 
  • ​​​​​​​Multicultural men, especially Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Hyundai has spent approximately $65.6m on national TV commercials, 22% less than the approximately $84.2m spent within the same 2022 timeframe.
  • Last year: In 2022, the automaker spent around $211.2m on this channel after having spent slightly (less than 1%) more, around $211.7m, in 2021.
  • 2023 ad programming: Hyundai's 2023 commercials have targeted the male-skewed audience of shows such as NFL Football, NBA Basketball, The Oscars, Football Night in America, and MLB Baseball.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, the company has allocated roughly $27m toward digital ads, up 21% from the roughly $22.3m allocated by this point last year.
  • YTD data: Hyundai has earned ~2.4b digital impressions YTD via YouTube (49%), desktop video (14%), Instagram (13%), Facebook (13%), desktop display (9%), Twitter (2%), and mobile display (2%) ads.
  • Last year: The company's estimated full-year spend decreased by 6% to $80.7m from that of $86.2m in 2021.
• Additional channel insights  
  • The company utilizes digital, experiential, local broadcast, print, OOH, radio, Google Ads, Facebook, Instagram, TikTok, and online video (primarily via Youtube.com) ads.
  • Hyundai sponsors podcasts such as Stuff You Should Know, Conan O'Brien Needs A Friend, Wait Wait... Don't Tell Me!, Fresh Air, and 99% Invisible.
  • The automaker also invests in both short-form and long-form DRTV.
    • ​​​​​​​It has very highly concentrated network TV coverage and will not likely launch a new camaign soon.
  • ​​​​​​​Finally, Hundai pursues sponsorships with organizations such as the Professional Pickleball
    Association.

Additional agency insights:

• Opportunity: Get in touch soon if you haven't yet done so to see if any additional agency reviews follow Hyundai's promotion of president Luc Donckerwolke.
  • ​​​​​​​​​​​​​​PR, media, creative, experiential, digital analytics, and/or social media management hires are the most likely.
• Current agency roster:
  • Culture Brands: African American multicultural AOR
  • )
  • : Creative AOR
  • : Media AOR
  • : PR agency partner

Insight Sources: Broadcast insights estimated by .