SEOUL — Hyundai premium brand Genesis has shifted global PR duties to Hill+Knowlton Strategies following a competitive review, PRovoke Media can reveal.

The automaker invited four global PR firms to contest the pitch for the assignment, which is valued in the high six-figure range. Incumbent firm Zeno was one of the participants, along with H+K Strategies, MSL and Current Global.

A Genesis spokesperson confirmed the decision but declined to provide further details. It is understood that the remit covers global lead PR duties from Genesis' Seoul HQ, and local market support across Europe and the US. 

Genesis expects to reach the 1m milestone in terms of sales this year, after reporting more than 900k units sold as of March this year. Launched in 2015, Genesis sales have risen steadily in recent months, and now account for 5.4% of Hyundai's total global sales.