Honda Casting a Wide Net in $700 Million Agency Review
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When American Honda Motor Co. put its media and creative accounts up for grabs in December, it ensured that it would be one the biggest pitches of 2013. What wasn’t clear then, though, is just how far the carmaker is willing to step out of its comfort zone in its search for marketing partners.
The automaker is talking to shops big and small, with varied geographies, which is significant since even a minor change to its roster would constitute a big one. RPA took on the Honda brand business when it opened its doors in 1986; in 1999 Honda consolidated its Acura media and creative business there as well.
Few carmakers are so loyal to their agencies and changes often come with new management and changes in the marketing suite. For instance, VW moved its business in 2009 to Deutsch after a four-year run at CPB. Chrysler had for years worked with BBDO Detroit, but in 2010 it named a roster include Wieden & Kennedy, Richards Group, Fallon and Globalhue. GM has made a string of changes to its ad partners, and is continuing to do so: just a couple of weeks ago GM moved its Silverado truck advertising.
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