Hasta La Creative!

With a flashy and well-researched pitch, Interpublic Group of Cos.’ Mullen won American Honda’s Acura account over incumbent RPA and others by promising to focus Acura’s message and inject more emotion into ads.

Mullen offered “wicked-awesome creative” and a sharp focus on what’s been missing from Acura’s marketing, American Honda Chief Marketing Officer Mike Accavitti told Automotive News.

Mullen produced a barrage of 26 videos — a mix of ad concepts, “brand essence” videos, campaign outlines and overviews. One was a manifesto called “It’s Time to Stop Wandering,” a reference to Acura’s marketing inconsistency since its 1986 launch.

Continue reading at AdAge.com