BBD&S Loses in Honda Consolidation

CHICAGO – Bender Browning Dolby & Sanderson here gives up its estimated $2.5-million Chicagoland Honda Dealers Association with the announcement last week that Honda American Motor Co., Torrance, Calif., will consolidate all local and regional dealer advertising, worth approximately $130 million in billings, with the agency that handles the national account, Rubin Postaer & Associates/Santa Monica, Calif. Although the move means less control for individual dealers over the advertising message, sources said last week that many dealers are satisfied with the move due to promises additional monies will be allocated for local and regional programs. The consolidation takes effect Jan. 1. Rubin Postaer will set up regional service offices to handle the account, however no Chicago office is presently planned.
Copyright Adweek L.P. (1993)