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]