What: Agency RPA has regained American Honda US$600 million media account. Why it matters: The Honda media assignment is returning to RPA after four years.
Santa Monica-based agency RPA has regained American Honda US$600 million media account. Publicis Groupe’s Mediavest was the incumbent on the account.
In 2013, the car company awarded media duties to MediaVest following a review. In 2016, it began a new review.
RPA remains a key creative partner with Honda—a partnership that began four decades ago—although creative duties were not part of this review. RPA, Mullen and Muse Communications (African-American targeted creative) and Orci, which retain the multicultural assignments, will continue to be Honda’s creative agency in each subsegment. In 2013, it was decided that they would report directly to American Honda rather than through a single agency.
Honda spent US$580 million on ads in the U.S. in 2015, in support of both its Honda and Acura nameplates, according to Kantar Media.
“This move speaks to the shift toward agency rebundling, and RPA’s ability as an independent, holistic agency to align strategy, creative, media and production (including digital) all under one roof. We are pleased to have added these responsibilities in order to help all Honda automobiles achieve continued business growth in the years ahead,” said Bill Hagelstein, President, CEO, RPA
The last three months of the year are always intense in the Latin American digital media marketplace: planning events and celebrations, calculating and predicting how to end the calendar year, launching new projects to catch the last wave of ad money before the relative calm,that usually comes with the first quarter of the new yeaer. And it can get chaotic, says Portada Latin American digital media correspondent Lorena Hure.
Translated by Celeste Martorana and edited by Gretchen Gardner.
Here, we’ll give you a few highlights of the past month, including upcoming events and projects being launched that we think you may find interesting.
Comscore – Introducing digital trends
Marcos Christensen, comScore’s country manager for Argentina, told me that in early December, the company will be introducing all of the digital trends with the latest developments in audience measurement, multi-platforms use, social media and campaign effectiveness.
The main concept behind this presentation will be that “the industry has finally realized that clicks are not that important and that advertisers now seek to understand the impact of campaigns in the same way that they do on TV: strengthening the scope, frequency, buying intention, memory, etc. Thus, digital is no longer a direct marketing-only tool and has become a platform for branding to a measurable audience like other media.”
Stay tuned for more details on this, as comScore will update us shortly.
RPA Media Place promises
In case you haven’t heard yet, RPA Media Place, a programmatic buying platform with access to premium inventory from Argentina’s major publishers (Grupo Clarin, Infobae, La Nacion, Perfil and Telefe), was launched in September, sending the digital community in Argentina into a frenzy.
A few days ago, I asked Alejandro Alvarez, CEO of RPA Media Place, how everything is going, and he told me that they have already closed private marketplace deals with Netflix, NewSan, Unilever, Affiperf and MediaMath after only a month of operation. He also promised that the best was yet to come.
Why didn’t these ideas occur to me first?
Where are the digital natives?
Demian Falestchi (co-founder and CEO of Kids Corp) invited me to the Digital Natives Summit, an event aimed at presenting the different approaches to reaching this key demographic. During the event, various industry thought leaders spoke about marketing, communication, innovation, technology, economics and trends exclusively related to this younger segment.
Although I saw a few familiar faces, I also ran into some of the industry pioneers who are now investors: it seems that the focus on digital natives is a trend to watch very closely.
As for the content of the event, I was amazed at some of the media consumption habits of very young people that were presented, and I’m pretty sure I’m not a target anymore!
Social Media Week Mexico
Social Media Week (SMW) is an event held in over 15 cities in the world that aims to share ideas and inspiration related to how social media and technology change business, society and culture. Mexico had its first SMW in June 2015, with almost 1,200 attendees, and organizers estimate that the number will triple for the 2016 event.
Paula Cutuli, CEO at SoulNet, the local city organizer of SMW Mexico, told me that next year’s event will be held from June 6th to 10th, and that they are already defining speakers, sponsors, and venues.
The early bird gets the worm…
Another one heading to Mexico
Lorena Astegiano Eismendi has joined PontaMedia as Media Director, after having worked for almost eight years at e-planning, most recently as Sales Director. Astegiano Eismendi will move to Mexico from Argentina as a part of the company’s expansion process.
Good luck Lore!
IMS and comScore introduce regional study
The girls from IMS’s marketing team (Anita Figueiredo and Nana Barragan) told me that before the end of the year, they will release a regional study on audiovisual content with an in-depth analysis of Latam audiences (with its peculiarities, presented by market), including findings on how they relate to relevant audiovisual platforms. The study, which is much larger than any they have released in the past, is being conducted in partnership with comScore.
We will be waiting for more news!
Changes in Chile
Alejandro Trujillo has left his position as a sales executive at LinkedIn (through IMS Chile), to join TAPTAP Networks as a sales manager. Headquartered in Madrid, TAPTAP Networks is a mobile- focused company that is making a gradual landing in Latin America (or so it seems, as they have opened commercial operations in Chile after doing the same in Colombia, where they already have an office.)
All the best Ale!
Adjustments at Guvera
My time as Guvera’s Sales Director for LatAm Southern Cone came to an end in mid-September. It was a very intense and rewarding experience, both personally and professionally, and I really appreciate having been part of it.
You’ll be hearing about my new projects soon, as we “digitals” never really leave; we just reinvent ourselves.
That’s all for now, folks! See you next month with all the gossip!
With the continued growth of mobile marketing comes a growing tracking and attribution problem. Cookies and tracking pixels have been the standard for measurement and attribution for close to 20 years, but what do we do now that cookieless mobile accounts for more than 50 percent of traffic to commercial websites?
Independent ad agency RPA takes the approach of connecting brands to audiences across all screens, rather than breaking campaigns out into mobile, online, social, etc., according to Mike Margolin, SVP and director of audience strategy for RPA. It’s important, he says, to shift the focus from channels to audiences, and then measure success across all channels, not just mobile. “Once the audience is at the center,” he says, “Cool things become available like cross-device user IDs and controlling messaging frequency across screens and devices. As more internet protocol is a part of the ad delivery process, the ability to do cross-device and cross-media targeting increases.” Many vendors are innovating to solve this problem and, according to Margolin, a lot of this innovation has taken place among remnant ad networks. Now, though, the bigger ad networks are getting in the game, helping advertisers to track and measure cross-screen campaigns.
What do we do now that cookieless mobile accounts for more than 50 percent of traffic to commercial websites?
Campaign for Quickbooks Software
For Intuit’s Own It campaign, targeted to small business owners, RPA is using TubeMogul to serve video ads on both premium publishers like MarthaStewart.com and non-premium ad networks including RocketFuel. The campaign, designed to create a favorable impression of QuickBooks software, is a series of videos showing how small business owners are “owning” the management of their companies. TubeMogul provides a unified campaign management platform. “We might want an individual to see our ads no more than 10 times, across the entire campaign,” Margolin explains. “It also allows us to do message sequencing. On an individual user level — on both premium and non-premium inventory — we can show an individual user a [specific sequence of ads]. We can also test to see what’s the optimal sequence and frequency in driving a conversion further down the road.”
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.