The World: Santiago - Initiative wins $20m Hyundai media business

Initiative has won the South American Hyundai media planning and buying account in a competitive pitch involving nine agencies, including Group M, Starcom and OMD.

The account, valued at $20 million, will see Initiative working across new model launches and brand maintenance on a pan-regional basis. It will be run by Carlos Ibanez, the managing director and regional new-business director of Initiative Chile.

The creative account was not part of the pitch and remains with the Hyundai in-house agency, Diamond Atlas.