AdNews reports that Hyundai may move from its current media buyer, Initiative, and is looking at its options. This follows sister company Kia Motors Australia doing the same shuffle last year, moving its $19 million account from Initiative to Havas Media in a major win for the agency.

Hyundai was previously with MediaCom, moving to Initiative 10 years ago. In November, Hyundai appointed Sydney business Orchard as its digital agency of record, moving from VML that worked with the car-maker’s Australian arm on an ad hoc basis.

Hyundai is estimated by AdNews to spend about $30 million on media each year. It is a major sponsor of sport, in particular football, where it sponsors Carlton and the Brisbane Lions, the Matildas and Socceroos, and is a naming rights sponsor of the A-League soccer.

Media agencies in line for the Hyundai business are unlikely to already have an automotive client. AdNews said this rules out companies including Dentsu Aegis Network, OMD, PHD, Zenith, Starcom and Wavemaker.

Globally, Hyundai’s main advertising agency is Innocean. This agency launched the 2017 campaign for the Hyundai i30 small car in Australia. It also unsuccessfully pitched for the Kia business.

By Neil Dowling