Modern Marketing

Innocean reportedly acquiring David&Goliath


By Bennett Bennett | Staff writer

December 12, 2017 | 3 min read

Hyundai's dedicated advertising division, Innocean Worldwide, appears to be close to acquiring independent shop David&Goliath (D&G).

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.

Innocean and David and Goliath

Innocean has been rumored to purchase independent shop David&Goliath

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.

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Other clients include Jack in the Box, Universal Studios Hollywood, New Amsterdam Vodka and the California Lottery.

Agency founder David Angelo, named one of the 4A's ‘100 People Who Make Advertising Great,’ has yet to comment.

In an already busy year for the El Segundo, California shop, D&G recently named Yumi Prentice as its new president, and expanded its creative staff in the spring.

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