Consolidation Is the Goal in Honda’s Digital Review

Automaker aims to complete its search by March

In its digital creative review, American Honda Motor Co. seeks to consolidate the bulk of its business at a single shop, according to sources.

That goal may be difficult to reach, however, given the scope of the search, which includes everything from website development and e-commerce efforts to all types of online ads. The assignment also spans two brands: Honda and its luxury counterpart, Acura. Michael Accavitti, svp of automobile operations, is spearheading the review.

The automaker spends an estimated $50 million on online ads each year.

Currently, Honda's digital creative business is split among several shops, including Meredith Xcelerated Marketing, Genex, RPA and Mullen.

The review comes a year after Honda reviewed traditional creative and media responsibilities on Honda and Acura. In that contest, longtime lead agency RPA retained the Honda creative business but lost Acura to Mullen and media planning and buying to MediaVest. All told, Honda spends more than $800 million in media annually.

As with the last review, Roth Observatory International is managing the digital search. The consultancy referred calls to the automaker, which acknowledged the review.

Digital media planning and buying is not in play and remains at MediaVest. Honda aims to complete its latest search by the end of March.

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