Honda’s media buying and planning duties go to MediaVest
American Honda Motors has concluded its Media Review which began in December. 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. La Agencia de Orci & Asociados will continue to be Honda's Hispanic creative agency.
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 Michael Accavitti, vice president of National Marketing Operations.
According to a statement by Honda the agency assignment, 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 (African-American targeted creative) 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 Accavitti. "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."
Dedicated workspace at Honda Headquarters
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.
From the standpoint of creative agencies, the new structure will enable RPA, Mullen, Muse and Orci to maintain a special focus on the unique needs of each brand at a time when both Honda and Acura have strong momentum with a number of all-new products just introduced or soon coming to market. "With Honda and Acura rolling out incredibly strong new products we think each agency will have a lot of good material to take our creative to the next level," said Accavitti.
Honda has a lineup of new or substantially refreshed models, including the just-introduced 2013 Honda Accord and Civic and a lineup of light trucks led by CR-V, America's top-selling SUV, and the Honda Odyssey. In 2014, Honda has announced plans to greatly expand small car sales with an all-new Honda Fit and a new model based on the Urban SUV Compact revealed at the North American International Auto Show in January 2013.
Acura is in the midst of the complete makeover of its product lineup. In 2012, the brand launched two new gateway Acura models with a redesigned RDX, which has since enjoyed 10 consecutive months of record sales, and the new ILX entry-luxury sedan. For 2013, the all-new 2014 RLX flagship sedan went on sale March 15, with an all-new 2014 MDX coming to market by mid-year. Acura has also announced plans for the introduction of the next generation of the Acura NSX supercar in about two years.