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Honda Puts U.S. Ad Account Up for Grabs
Honda Motor Co.'s American unit has placed its $700 million U.S. advertising account under review.
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Honda Motor Co.'s American unit has placed its $700 million U.S. advertising account under review.
The company's agency of 26 years, Santa Monica, Calif.-based Rubin Postaer and Associates, will participate in the process, according to Honda. The carmaker expects to complete the review in the first quarter of 2013.
At stake are creative and media accounts for the Honda and Acura brands but not multicultural marketing, which is handled by other agencies.
U.S. marketing chief Michael Accavitti says Honda is seeking "dynamic marketing campaigns" that draw attention to its new models in a "changing media landscape."
The carmaker's U.S. sales jumped 24% year over year to 1.29 million in the first 11 months of 2012.
Accavitti told Automotive News last year that RPA is "an extension of the Honda family." The newspaper says the agency has only a few other clients.
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