American Honda Motor Co. is launching a digital agency review, almost a year after it selected new creative and media agencies. The company has already sent out a request for information in preparation for a review. "We're investigating opportunities that exist," a Honda spokesman said, noting that the carmaker wants to make sure the portfolio of agencies it has is consistent with its marketing goals.
A shift could consolidate Honda digital business, which is presently distributed among a number of agencies. RPA handles digital marketing and creative for the Honda brand, while Genex does a part of the digital work, mostly for the Acura brand. Meredith Xcelerated Marketing also did some digital marketing for Honda.
People privy with the matter told Advertising Age that Honda is seeking a digital agency that can make it become more innovative as well as target a younger consumer.
The digital agency will likely take care of everything from digital creative to front- and back-end Web development. Roth Observatory International is supporting the digital-agency search, people familiar with the matter told Advertising Age.
Honda spent $1.25 billion on US advertising in 2012, according to the Ad Age DataCenter. The carmaker also spent $54.3 million on digital display advertising. In March 2013, Honda retained RPA as its creative agency on the Honda business; Mullen for Acura creative; and Publicis Groupe's MediaVest as its new media agency.