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One of the longest-running agency-car relationships hangs in the balance of American Honda Motor Co.'s review of its U.S. creative and media business.
National and regional responsibilities on both the Honda and luxury Acura brands are in play. The incumbent, RPA in Santa Monica, Calif., is essentially synonymous with the business, having worked for Honda since 1986.
Honda also is RPA's largest account. As such, the independent agency is expected to pull out all stops to keep the business.
Collectively, Honda and Acura spent more than $839 million last year, down from nearly $867 million in 2010, according to Nielsen.
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