The World: New York - Hyundai appoints LatinWorks for Hispanic push

Hyundai has appointed a new agency to spearhead its Hispanic marketing initiatives in the US.

LatinWorks, based in Austin, Texas, will handle the broadcast, print and interactive elements of a national Hispanic campaign expected to launch next month.

According to Nielsen, Hyundai's combined spending for Hispanic TV and print has reached $15 million so far this year, with TV accounting for $13 million.

Joel Ewanick, Hyundai's vice-president of marketing, said: "We understand the importance of the Hispanic market and, with LatinWorks as our marketing partner, we're strengthening our commitment to this community."

LatinWorks, in which Omnicom is a significant shareholder, won the business in a four-way pitch.