The appointment is for a 12-month retainer period running from May 2025 to April 2026. "Our work will encompass everything from supporting Innocean Worldwide Malaysia on brand announcements, key model launches to strategic press office functions and narrative building across Hyundai's premium automotive offerings. While the category is automotive, our approach is to inject lifestyle and cultural resonance into every activation - helping Hyundai connect more meaningfully with discerning Malaysian car buyers," said Mad Hat Asia. The agency added that work officially began in May 2025 and that its team has since hit the ground running to support Innocean Worldwide Malaysia on Hyundai's ongoing brand and product activities, with the first wave of media engagement already in motion. "We're entering an exciting period of activity with several brand and product initiatives lined up.