LOS ANGELES—Ruder Finn has been awarded a three-year contract as agency of record by Hyundai Hope on Wheels, an independent nonprofit organization supported by all of Hyundai’s more than 800 dealers and Hyundai Motor America. The overall program budget is estimated to be in the high six figures.
The program will be overseen by Ruder Finn/West’s managing director, Howard Solomon, and led by Joe Foster, vice president, RF/West, in Los Angeles. Foster will manage a national team of associates from across the company’s offices in San Francisco, Chicago, Denver, Washington DC and New York.
“The Ruder Finn team proved that they were the right partner for us by bringing keen insights and ideas, as well as demonstrating the chemistry and commitment we were looking for,” says Zafar Brooks, director, government relations and diversity outreach of Hyundai Motor America. “We have a lot of work to do, and the agency’s ability to scale quickly, its commitment to partnership and its understanding of the significance of our mission won both our hearts and votes.”
The goal for this effort is to bring national attention to childhood cancer and associated survivorship issues. The agency will support both an annual Hope on Wheels Tour, a united effort of Hyundai dealers across the country to raise awareness about childhood cancer and celebrate the lives of the children battling the disease, as well as the organization’s activities over the course of the year, including its major push in September, Childhood Cancer Awareness Month.