American Honda consolidates digital marketing for Honda and Acura

Article by Christian A., 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:

Pin It

Comments

Recommended

Has Toyota started the production of a new electric supercharger? Well, a patent that was recently published indicated that they might have. And this electric supercharger looks more durable and...
by - March 27, 2017
The Tesla Model S has finally arrived in South Korean soil and is now available for test drive. But, there’s a catch. You’ll have to wait several months if you...
by - March 27, 2017
Sorry to say this to the Sport Quattro Concept fanatics. If you guys have been hoping for the production of this iconic concept to begin, prepare for your dreams to...
by - March 27, 2017
South Korean car company SsangYong recently revealed sketches of their upcoming SUV. We’re not always impressed by Korean car designs, but this one looks quite promising. Yup, it is the...
by - March 26, 2017
Twenty-eight years after the company was first launched by Toyota, which was initially targeted to the United States market only, Lexus has already made its way to over 70 countries....
by - March 26, 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