The recently formed agency that handles nearly $700 million in U.S. media buying for Fountain Valley-based Hyundai Motor America Inc. and Kia Motors America Inc. in Irvine has settled in Playa Vista—or Silicon Beach, as the area and surrounding environs on the Westside of Los Angeles are called these days.
Canvas Worldwide LLC is a joint venture between New York-based Horizon Media Inc. and INNOCEAN Worldwide Inc., a subsidiary of Seoul-based Hyundai Motor Group and parent company of Hyundai’s advertising agency of record, INNOCEANUSA, which remains in Huntington Beach.
Canvas moved into The Collective, a 204,422-square-foot, five-building office campus developed by Tishman Speyer. Its neighbors are regional offices of online media, including Google, Yahoo, YouTube Space LA and Facebook; the University of Southern California’s Institute of Creative Technologies and University of California-Los Angeles IDEAS Lab; as well as 72andSunny, Ogilvy and Mather and The Phelps Group ad gencies, the last one signing a 10-year lease for $16 million, according to news reports.
Canvas, which launched in September, moved into the 36,500-square-foot space late last year with just under 100 employees, including transplants from Interpublic Group of Cos.’ Initiative, the agency that previously handled media buying for Kia and Hyundai.
Canvas rolled out the “Recruiting with the Truth” ad campaign in November, looking to fill some 100 new positions for regional offices in Chicago, Dallas and Atlanta by the end of this month.
The campaign, created by INNOCEANUSA, included digital, social media ads, full bus wraps and bus and subway transit signage, all targeting media and advertising industry professionals in the Los Angeles and New York markets.
One of the hires is Chief Executive Paul Woolmington, who will split his time between Playa Vista and Canvas’ office in New York.
He founded The Media Kitchen and Naked Communications Americas, led the global rollout of media operations for Young & Rubican, and also worked at IPG, WPP, and MDC Partners.
“We sought a chief executive with a shared commitment to creativity and invention, and Paul is a proven leader and one of the most strategic minds in the industry,” INNOCEAN Worldwide Global Chief Executive Kun-Hee Ahn said in a statement. “I respect his success and I am excited for Paul to build Canvas Worldwide into a leading media agency.”
Canvas’ managing partner and chief strategy officer is Mark Brown, who recently served as senior vice president and communications planning director at Garage Team Mazda in Costa Mesa.
“Currently our [sole] responsibility is media strategy for the Hyundai and Kia accounts, but it will grow to encompass additional business over time,” Brown posted on his LinkedIn profile page.