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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.
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