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MPG will take control of all media activities across Europe, the Middle East and Africa, as well as additional markets in Asia and Latin America.
Initiative will continue to handle the estimated £500m consolidated Hyundai Kia business in the US and Australia.
The car group's media business in its domestic Korean market is not believed to be affected by the review.
From January, MPG will handle a newly consolidated account that includes the £30m media business in the UK, currently split with Omnicom's M2M holding the £18m Kia account and ZenithOptimedia holding the £12m Hyundai business (based on spend to 30 April tracked by The Nielsen Company).
MPG declined to comment on the win
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