Honda, Reily Call on RPA

LOS ANGELES RPA in Santa Monica, Calif., has won several media-only assignments, including Reily Foods’ local broadcast buying duties.

Reily started in 1906 as a coffee and tea company and in recent decades has expanded through acquisition to offer a variety of foods, including Blue Plate mayonnaise, Old Dutch salad dressing and Presto Cake Flour. Billings for the food and beverage company were $2 million in 2007, per Nielsen Monitor-Plus.
RPA, the lead on American Honda Motors national advertising, also was hired for Honda or Acura media buying and planning by dealer associations in Hawaii, Houston, New England, Puget Sound, Portland, Ore., St. Louis, Pennsylvania and Mississippi. Billings were undisclosed, but the agency estimated the combined total at more than $6 million.
None of the dealer association business was contested, the agency said. Because of a change of policy in 2006, Honda and Acura dealers associations have the option of aligning themselves either with a local agency of their choice or with RPA.
The agency also extended its relationship with Haggman Advertising, Design and Public Relations. RPA will handle media buying and planning for Haggman’s creative client, Care New England.
Chuck Bachrach, RPA’s evp and director of media communications, said in a statement that the new accounts “continue to diversify RPA’s base of knowledge in a variety of industries, which in turn helps our agency recruit and retain top talent.”