According to Adweek, the yet-to-be-announced deal will allow both agencies to grow their operations around the world, creating more of a global footprint. It was also reported that D&G and Innocean have collaborated on projects for several years and that the independent agency will retain its autonomy.
Hyundai Motor Company is Kia Motors' parent company and Innocean is the company's global advertising arm.
D&G has gained a foothold as a top independent agency, with an extensive amount of high-profile work around Kia, which has been a client of D&G since its founding in 1999. The brand has seen success with Super Bowl ads, including last year’s Kia ad, featuring Melissa McCarthy, which took the top spot in USA Today’s annual Ad Meter competition.