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RPA has beaten the typically poor odds of an incumbent in an advertising review to retain creative responsibility for the Honda brand.
The shop, however, lost its American Honda Co. media business and creative efforts on the Honda sister brand Acura. Those accounts shifted to Publicis Groupe's MediaVest and Interpublic Group's Mullen, respectively, the automaker said.
Collectively, the two brands spend more than $800 million in media annually, according to Nielsen.
In a statement, Michael Accavitti, vp of national marketing operations, said, "We are confident that our new team of agencies will create dynamic marketing campaigns that connect and engage consumers with our products and brands, while achieving an even higher level of efficiency and effectiveness."
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