American Honda Announces New Advertising Structure For Automobile Business
TORRANCE, Calif., March 18, 2013 /PRNewswire/ -- American Honda Motor Co., Inc. today announced that its comprehensive review of advertising creative and media accounts for its automobile business has resulted in a multi-agency approach for the company's Honda and Acura brands. MediaVest was selected as the media agency serving both brands, with RPA selected as the creative agency for the Honda automobile brand and Mullen as the creative agency for the Acura brand.
The agency assignments, the result of a nearly three-month long selection process, reflect a major change in strategies for Honda and Acura advertising. The new multi-agency structure will place American Honda at the hub of a collaborative team of agencies, with the focus on heightened creativity, greater efficiency and long-term strategic planning. RPA, Mullen and MediaVest together with Muse Communications and Orci, which retain the multicultural assignments, will report directly to American Honda rather than through a single agency.
"We are creating a new and highly collaborative path forward that will yield outstanding creative and enable us to focus more of our marketing investment on communicating with our customers," said Michael Accavitti, vice president of National Marketing Operations. "We are confident that our new team of agencies will create dynamic marketing campaigns that connect and engage consumers with our products and our brands, while achieving an even higher level of efficiency and effectiveness."Each agency will have dedicated workspace at American Honda headquarters in Torrance, Calif. where agency personnel can better serve the needs of each brand by collaborating together and with the Honda and Acura teams. In addition, Mullen and MediaVest will be opening or expanding dedicated offices in Southern California. RPA, Muse and Orci are headquartered in Southern California. MediaVest's role as the separate media agency is expected to result in more sophisticated targeting of the media mix, with a significant improvement in media buying efficiency. "Getting smarter about how we communicate was a critical goal of this process and even with the same level of investment we expect to realize more efficient and targeted media plans, which will increase the amount of money we spend on reaching our customers," said Accavitti.
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