American Honda prepares for digital agency review

Article by Anita Panait, on January 10, 2014

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.

Topics: honda

If you liked the article, share on:

Comments

Recommended

Nissan revealed that the new 2017 Rogue Sport crossover will be priced in the U.S. market at $21,420. Specifically, this is for the front-wheel drive version of the Rogue Sport...
by - April 26, 2017
Remember the E30 BMW M3? Yes, the one from 1990. If you remember it right, it was also the company’s most iconic car and probably one of the best BMW...
by - April 26, 2017
Ferrari is cooking up something interesting for us. The last time they released the 488 GTB was two years ago, followed by a 488 Spider and several versions of it....
by - April 26, 2017
After launching the latest version of the BMW M550i xDrive, the German carmaker is now introducing its diesel counterpart -- the new M550d xDrive (G30/G31). Available either as a sedan...
by - April 26, 2017
A lot of news has been going around about the 2018 Dodge Challenger SRT Demon lately, and people are arguing whether the 840 horsepower vehicle by Fiat Chrysler should be...
by - April 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