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Honda Divvies Up U.S. Advertising Account
After a three-month review, Honda Motor Co. has decided to split its $1.1 billion-per-year American advertising business among three agencies.
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After a three-month review, Honda Motor Co. has decided to split its $1.1 billion-per-year American advertising business among three agencies.
Interpublic Group's Boston-based Mullen will take over creative duties for Acura. Publicis Groupe's New York City-based MediaVest will assume responsibility for media planning and buying for both brands.
The move ends the 14-year reign of Santa Monica, Calif.-based independent RPA as sole handler of creative work and media buying for the Honda and Acura brands.
The firm, formerly known as Rubin Postaer and Associates, will retain the creative assignment for the Honda marque, which it has managed since 1986.
The changes do not affect the two agencies that handle American Honda advertising aimed at minorities.
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