American Honda consolidates digital marketing for Honda and Acura

Article by Christian Andrei, on August 18, 2014

American Honda Motor Co. is working hard as they are trying to improve their digital marketing business for both the Honda and Acura. The company created a new team from Razorfish and Publicis Groupe, thereby consolidating digital creative and strategy as well as other elements. The move allows American Honda to bring media and digital under the same holding company.

According to people privy with the matter, group was created in order to prevent a conflict with client Ford Motor Co. Other agencies that vied for the pitch included WPP's VML, Meredith's MXM, Razorfish and Interpublic's RGA. Digital creative at Honda is currently being handled by RPA while the task at Acura is being taken up by Mullen and MXM.

RPA will still handle consumer-facing digital content as well as social-media support for the Honda brand while Mullen will still do carry out similar tasks for Acura. Honda said Razorfish will collaborate with both creative agencies to optimize the brand and consumer-facing Web sites while keeping the independent brand attributes of each site.

Razorfish will also be tasked to handle both Honda and Acura owner Web sites and social-media support for Acura. Following a review in 2013, American Honda retained RPA as its creative agency for the Honda brand but changed the agency for Acura to IPG's Mullen.

It also named Publicis Groupe's MediaVest as its new media agency for both Honda and Acura brands. RPA used to handle all media and creative on the Honda and Acura accounts.

The move to consolidate Honda and Acura digital seemed awkward since the company has already separated creative and media, and recently separated the brands' marketing groups in-house. Initially, American Honda separated key operations by function, rather than by brand. [source: adage.com]

Topics: honda, acura, marketing

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Your 2017 Volkswagen Golf Facelift could get as sporty looking as the Golf R with the new R-Line packages. But without the sporty run and the premium price. Set to...
by - January 17, 2017
Whether or not you’re a tech addict, you realize that the digital revolution is now moving at high speed. Before you know it, there’s already a new one on the...
by - January 17, 2017
We really couldn’t deny that quite a number of Audi customers and would-be-buyers are intently waiting for higher performance RS versions of the Audi A4 and A5. Of course, these...
by - January 17, 2017
The Chevrolet Cruze is coming to Australia. But it won’t be known as the Chevrolet Cruze. Instead, it will bear the Holden badge and get the Astra moniker. The 2017...
by - January 17, 2017
As expected, four years after the current generation of the BMW 4 Series was introduced in 2013 with the BMW 4 Series Coupe, the German premium carmaker is implementing a...
by - January 17, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries