Secret Weapon Gains Traction With 'Honda Helpful'

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LOS ANGELES Now a year since its inception by creative director Dick Sittig, Southern California Honda Dealer’s “Honda Helpful” campaign is gaining traction, according to Pat Adams, managing director of Secret Weapon Marketing.

The independent Santa Monica, Calif., agency’s estimated $25 million local campaign is the first launched by a major Honda dealers group since 2006, when American Honda Motors, Torrance, Calif., eased 12-year restrictions on dealer advertising formerly derived from the automaker’s lead shop, independent RPA.

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