American Honda Announces New Advertising Structure for Automobile Business

  American Honda Announces New Advertising Structure for Automobile Business

PR Newswire

TORRANCE, Calif., March 18, 2013

TORRANCE, Calif., March 18, 2013 /PRNewswire/ --American Honda Motor Co.,
Inc. today announced that its comprehensive review of advertising creative and
media accounts for its automobile business has resulted in a multi-agency
approach for the company's Honda and Acura brands. MediaVest was selected as
the media agency serving both brands, with RPA selected as the creative agency
for the Honda automobile brand and Mullen as the creative agency for the Acura


The agency assignments, the result of a nearly three-month long selection
process, reflect a major change in strategies for Honda and Acura
advertising. The new multi-agency structure will place American Honda at the
hub of a collaborative team of agencies, with the focus on heightened
creativity, greater efficiency and long-term strategic planning. RPA, Mullen
and MediaVest together with Muse Communications and Orci, which retain the
multicultural assignments, will report directly to American Honda rather than
through a single agency.

"We are creating a new and highly collaborative path forward that will yield
outstanding creative and enable us to focus more of our marketing investment
on communicating with our customers," said Michael Accavitti, vice president
of National Marketing Operations. "We are confident that our new team of
agencies will create dynamic marketing campaigns that connect and engage
consumers with our products and our brands, while achieving an even higher
level of efficiency and effectiveness."

Each agency will have dedicated workspace at American Honda headquarters in
Torrance, Calif. where agency personnel can better serve the needs of each
brand by collaborating together and with the Honda and Acura teams. In
addition, Mullen and MediaVest will be opening or expanding dedicated offices
in Southern California. RPA, Muse and Orci are headquartered in Southern

MediaVest's role as the separate media agency is expected to result in more
sophisticated targeting of the media mix, with a significant improvement in
media buying efficiency. "Getting smarter about how we communicate was a
critical goal of this process and even with the same level of investment we
expect to realize more efficient and targeted media plans, which will increase
the amount of money we spend on reaching our customers," said Accavitti.

From the standpoint of creative agencies, the new structure will enable RPA,
Mullen, Muse and Orci to maintain a special focus on the unique needs of each
brand at a time when both Honda and Acura have strong momentum with a number
of all-new products just introduced or soon coming to market. "With Honda and
Acura rolling out incredibly strong new products we think each agency will
have a lot of good material to take our creative to the next level," said

Honda has an award-winning lineup of new or substantially refreshed models,
including the just-introduced 2013 Honda Accord and Civic and a lineup of
light trucks led by CR-V, America's top-selling SUV, and the Honda Odyssey.
In 2014, Honda has announced plans to greatly expand small car sales with an
all-new Honda Fit and a new model based on the Urban SUV Compact revealed at
the North American International Auto Show in January 2013.

Acura is in the midst of the complete makeover of its product lineup. In
2012, the brand launched two new gateway Acura models with a redesigned RDX,
which has since enjoyed 10 consecutive months of record sales, and the new ILX
entry-luxury sedan. For 2013, the all-new 2014 RLX flagship sedan went on sale
March 15, with an all-new 2014 MDX coming to market by mid-year. Acura has
also announced plans for the introduction of the next generation of the Acura
NSX supercar in about two years.

About Honda

Honda offers a complete lineup of cars and trucks through a network of more
than 1,000 dealerships in the United States. In 2013, Honda marks 40 years of
the Civic model, with more than 30 years of producing automobiles in the
region, which began with the Accord in Marysville, Ohio in November 1982.
Having produced more than 25 million vehicles in North America through 2012
using domestic and globally sourced parts, Honda currently operates 14 major
manufacturing facilities in North America, producing a wide range of Honda
automobiles, all-terrain vehicles, power equipment products, engines and

About Acura

Acura offers a full line of technologically advanced performance luxury
vehicles through a network of 272 dealers within the United States. The Acura
lineup features seven distinctive models including the TL performance luxury
sedan, the TSX Sport Wagon and sedan, the ILX compact luxury sedan, the RDX
luxury crossover SUV, the MDX luxury sport utility vehicle, the ZDX four-door
sports coupe, and the all-new Acura RLX flagship sedan.

Connect with Honda:
Honda Media Newsroom (for journalists):
Honda (for consumers):
Honda on Facebook:
Honda on YouTube:
Honda on Flickr:
Honda on Twitter:

Connect with Acura:
Media Information:
Consumer Information:

SOURCE American Honda Motor Co., Inc.

Contact: Sage Marie, +1-310-783-3170
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