SEOUL — Hyundai premium brand Genesis is reviewing global PR duties, PRovoke Media has learned.

The automaker has invited four global PR firms to contest the pitch for the assignment, which is valued in the high six-figure range, covering global lead duties from Genesis' Seoul HQ, and local market support across Europe and the US. 

In addition to incumbent agency Zeno, which has held the business for more than two years, Provoke Media understands that H+K Strategies, MSL and Current Global are participating in the review.

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.

A Genesis spokesperson declined to comment.