Tustin-based al Punto has been tapped by Irvine-based Kia Motors America Inc. for its Hispanic advertising.
The deal is al Punto’s first automotive work. Kia, part of South Korea’s Hyundai Motor Co., spends about $15 million annually on Hispanic advertising, according to trade publication AdWeek.
“We made a deliberate effort to secure a car account two years ago,” Eduardo Bottger, president and creative director of al Punto, told AdWeek.
Al Punto is set to do creative work for Kia. Media buying is handled by World Marketing Group and Carat USA.
With yearly capitalized billings of about $30 million, al Punto is Orange County’s third largest Hispanic advertising agency after Costa Mesa’s Casanova Pendrill Inc. and Irvine’s Mendoza, Dillon & Asociados Inc.
Mendoza, part of Britain’s WPP Group PLC, used to work for Kia but quit in 2004 after moving in with WPP’s Young & Rubicam in Irvine. Y & R; does work for Land Rover and Jaguar.
