Hyundai Gains with Marketing Blitz

Four days before swimming sensation Michael Phelps won his eighth gold medal at the 2008 Beijing Olympics, Hyundai Motor America's marketing director, Joel Ewanick, got a phone call from the South Korean automaker's U.S. media buyer. "If you want to be the first ad up after Phelps raises his arms in victory, you can have it, but I have to know this minute," Ewanick recalls of his conversation with Tim Spengler, president of New York's Initiative USA. "I approved it on the phone without checking with anyone," Ewanick adds.

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