Korea-based Hyundai Motor Co., parent of Hyundai Motor America Inc. in Fountain Valley, is looking to elevate its brand with a 10-year sponsorship of Los Angeles County Museum of Art.
“We’ve gone from a brand that sold very inexpensive vehicles to a brand that now has $70,000 vehicles,” said Hyundai President and Chief Executive Dave Zuchowski. “The scope of our brand has changed quite a bit, but the public perception of that is slower to change than we’d like it … we are still not recognized in the same circle as some of our premium competitors. We [understand] that takes time, but we also think that these types of initiatives and this type of placement, helps to accelerate that recognition.”
The Hyundai Project, launched on Thursday, will support the museum’s acquisitions, exhibitions on Korean art, and the return of the Art & Technology at LACMA program. The sponsorship, the biggest to date in the museum’s history, is valued at $10 million, said a source familiar with the deal.
Zuchowski declined to comment on the financial details and said, “The concept of the starving artist is probably not applicable here.”
Credit Swagger
Experian PLC’s new commercials landed on Ad Age’s Hot Spots list when they debuted last month.
The 30-second TV spots are part of “Credit Swagger” campaign and promote the company’s monthly credit and FICO score monitoring service, Experian Credit Tracker.
One commercial shows a man using his nearly perfect credit score to convince a lender to back his hamburger-shaped-like-a-hotdog idea. The second spot features a couple demanding a great mortgage rate, and a third one features a car buyer who walks away with leather seats and the salesman’s potted plant.
The Martin Agency in Richmond, Va., created the ads. The Dublin, Ireland-based information services company has its North American headquarters in Costa Mesa.
Whales for Water Conservation
The Wyland Foundation’s “2015 Mayor’s Challenge” campaign, aimed at promoting “friendly competition between cities across the US to see who can be the most water-wise,” kicks off April 1.
The Irvine-based foundation, established by artist Robert Wyland, who is best known for his life-sized whale paintings, “encourages environmental awareness through education programs, life-size public arts projects, and community events.”
The campaign urges U.S. mayors to “challenge their residents to conserve water, energy and other natural resources” and affirms its promise online at mywaterpledge.com. Participating residents from the city with the most pledges will be eligible to win a Toyota Prius V, courtesy of Toyota Motor Corp., a campaign sponsor.
Bluetone Marketing & Public Relations in Ladera Ranch is handling publicity, marketing and media buying duties for the effort.
Bits & Pieces
Grupo Gallegos in Huntington Beach hired Sebastian Garin as executive creative director. He most recently worked in a similar role at the Leo Burnett agency in Mexico City, where he led creative for notable brands, such as Corona, Kellogg’s, Whirlpool and Always. … Hotel Irvine hired Heidi Bergos as director of sales and marketing. Bergos, whose latest post was at Laguna Cliffs Resort & Spa, will develop and oversee group and leisure sales and marketing initiatives, including collateral, social media, advertising, and public relations. She replaces Dan Fitzgerald. The Wienerschnitzel hot dog chain, owned by Irvine-based restaurant operator Galardi Group Inc., is moving into the Compton-based 4 Wheel Parts’ hospitality tent during select events at the Lucas Oil short course race series. … Global Auto News named Mazda North American Operations Chief Executive Jim O’Sullivan winner of the “Chairman’s Award” for 2014. O’Sullivan was selected from a group of three nominees, including Fiat Chrysler Automobiles Chief Executive Sergio Marchionne and Toyota North America Chief Executive Jim Lentz.
