Hyundai appoints start-up to million-dollar business
By Debbie Cai
Singapore - Komoco Motors-distributed marque brand Hyundai has appointed recently-formed The Alchemy Partnership as its brand communications agency after a presentation of agency credentials. Alchemy will take on responsibility for the client’s million-dollar Singapore creative and media assignments.
“We are encouraged by the win and it’s a good start for us -- the winning feeling is what going into business on your own is all about,” Christopher Foo, Managing Partner and CEO, The Alchemy Partnership told Marketing Weekly. Foo attributed his agency’s success to the “shrewdness” of Komoco Motors MD Teo Hock Seng, “who felt that our track record in the automotive category would significantly contribute to fulfilling his targets.”
Alchemy staff have, between them, past experience working on automotive brands such as BMW, Mercedes Benz, Proton Saga and Land Rover.
Hyundai spent about $4 million in marketing communications activities last year, selling close to 14,000 cars and achieving second place in market share behind Singapore leader Toyota.
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