Why Hyundai Motor Group Is Doubling Down on Data-Driven Media
Hyundai Motor Group renews global media partnership with Havas Media Network, prioritizing data-driven customer acquisition and AI-powered experiences across Asia Pacific and beyond.
INNOCEAN has renewed its global media partnership with Havas Media Network for Hyundai Motor Group brands, extending a relationship that dates back to 2019. The mandate covers media responsibilities for Hyundai, Kia and Genesis across Europe, the Middle East, Asia Pacific and Latin America, effective January 2026.
Data-Driven Strategy Takes Center Stage
The renewed partnership follows an internal review and emphasizes a growing focus on data and technology to support customer acquisition, conversion and retention across Hyundai Motor Group's global markets.
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"We are pleased to extend our partnership with Havas Media Network, reflecting our shared commitment to delivering stronger, data-led media performance across key global markets," said Steve Jun, Head of Global Business at INNOCEAN. "Together, we will continue to accelerate growth by creating more connected and effective customer experiences for Hyundai Motor Group brands."
The mandate will be managed through collaboration between Havas Media Network and INNOCEAN's international teams, which include offices in Seoul, Frankfurt, Dubai, New Delhi and Jakarta. INNOCEAN operates in over 23 countries globally, positioning the South Korea-based creative agency to deliver consistent brand experiences across culturally diverse markets.
Technology Platform Drives Partnership Evolution
Peter Mears, Global CEO of Havas Media Network, highlighted Converged.AI as the technological foundation for the renewed partnership. "INNOCEAN and Havas Media Network have a shared commitment to innovation, impact and global excellence at scale," Mears said. "In extending our storied relationship, we look forward to driving transformative business outcomes through Converged.AI, creating seamless, data-driven media experiences that are as innovative as the Hyundai Motor Group brands we proudly champion."
The partnership's emphasis on advanced analytics and AI-powered customer experience optimization reflects broader shifts in automotive marketing, particularly across Asia Pacific markets where brands face increasingly diverse consumer segments and rapidly evolving digital ecosystems.
Automotive Marketing Shifts Toward Specialized Expertise
The INNOCEAN-Havas renewal comes as automotive brands move beyond traditional media buying toward specialized, platform-specific capabilities. In 2025, Kia appointed Sticky Rice as its first dedicated social media agency for Asia Pacific, covering seven markets including Malaysia, Singapore, Indonesia, Vietnam, Philippines, Hong Kong and Taiwan with a 12-month contract starting September 2025.
"Brands today need more than a content calendar. They need a partner who understands the algorithms, the audience psychology, and the art of turning engagement into loyalty," said Janice Wee, Business Growth Director at Sticky Rice, reflecting the data-centric approach now driving automotive marketing decisions.
Long-Term Partnership Continues
The INNOCEAN-Havas relationship began with the European mandate in October 2019, covering Europe, Russia and Turkey. The partnership was extended in December 2022, with William Lee, Global CEO at INNOCEAN, citing "significant progress in the last few years to support our Hyundai Motor Group clients on digital transformation and excellence."
The renewed agreement positions both agencies to deliver localized insights while maintaining consistent brand experiences across four major geographic regions, addressing varying consumer preferences and different stages of digital maturity across markets.
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