Updated: Honda Eyes Cycle Finalists

NEW YORK Five agencies have reached the final round of a review of creative duties on Honda Motor Co.’s motorcycle and motor sports account, sources said.

Sources identified the finalists as independent Doner in Southfield, Mich.; Interpublic Group’s Deutsch/LA in Marina del Rey, Calif.; Omnicom’s DDB in Venice, Calif.; and independent Hanson Dodge Creative in Milwaukee. The agencies either declined to comment or referred calls to the Torrance, Calif.-based client.

Honda would not disclose all details, but confirmed the review and said incumbent Dailey & Associates in West Hollywood, Calif., a unit of IPG, is also in the mix. Dailey has handled the business for 30 years and did not return calls.

Sources estimated account billings at $20-30 million. Major media outlays on the vehicles totaled $12 million last year, down 25 percent from 2007’s total of $16 million, according to Nielsen.

The finalists emerged from a wider field of agencies including Traffic, Ignited Media and Motta + Morris, all located in the Los Angeles area, according to sources. –with Andrew McMains

This story updates an earlier item with Honda’s confirmation and disclosure that Dailey is defending.