More Honda for Wieden

NEW YORK Wieden + Kennedy strengthened its international relationship with Honda, with the agency’s Amsterdam, the Netherlands, office picking up the automaker’s environmental marketing efforts in Europe, the Middle East, Africa and Russia.

The first TV, print and digital work will support Honda’s launch of its Insight family hybrid in Europe next spring.

An agency representative declined to comment on spending behind the initiative, which
extends across cars, motorcycles and power equipment. While Honda spends more than $150 million in Europe and Africa, it could not be determined how much is used for environmental advertising. However, Chris Brown, head of marketing for Honda Motor Europe, has been quoted as saying the car company aims to be the industry’s environmental leader by 2015.

Honda’s Insight hybrid has not been launched yet in the U.S.; a previous model marketed in America as the Insight is not the same car.

Wieden’s London office has handled Honda’s U.K. account since 2001, producing a string of award-winning work, most notably the two-minute TV spot “Cog,” which won awards around the world in 2004.

The agency’s London and Amsterdam offices worked together on the latest pitch, going up against four undisclosed shops for the environmental business. There was no incumbent as this is the first time the automaker has centralized marketing efforts across the region. Aside from the U.K. and now EMAR markets, Wieden works for Honda in Asia.

In a statement, Honda’s Brown underscored his support of the car company’s expanding relationship with the agency: “Honda is a great brand that needs a great storyteller and we have found it in Wieden + Kennedy. It is 10 years since [Wieden global COO] Dave Luhr and I first met and we have achieved great things over the past decade. Now let’s see what we can do together in the next 10 years.”