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American Honda Motor Co.'s digital marketing review pits agencies from three major holding companies against a key roster shop.
Sources identified the finalists as VML, a unit of WPP Group's Young & Rubicam Group; Publicis Groupe's Razorfish; Interpublic Group's R/GA; and Meredith Xcelerated Marketing, which already handles a large chunk of Honda's digital marketing. All told, Honda spends about $50 million annually on digital ads.
In the review, Honda aims to consolidate business that's dispersed among several agencies, including MXM, Genex, RPA and Mullen.
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