Honda appoints Leo Burnett as creative partner

By By David Blight | 31 August 2012

Japanese car brand Honda has enlisted Leo Burnett Melbourne as its creative agency, with incumbent Draftfcb falling off the roster.

The appointment is effective immediately.

Draftfcb released a creative campaign called 'Parachutes' for Honda earlier in the year.

Honda Australia director and general manager sales and marketing, Stephen Collins, said: “We are delighted to announce our partnership with Leo Burnett.

“They have developed some great campaign ideas for Honda to drive our brand positioning of clever thinking through the Power of Dreams. Towards the end of this year, consumers will see a fresh approach from Honda and we will maintain a solid advertising spend to support the launch of exciting new models.

“We thank the team at Draft for their dedication to the brand over the past decade and wish them all the best for the future."

Leo Burnett chief executive Melinda Geertz said: “We are absolutely thrilled. Honda is one of the greatest brands in the world and we feel privileged to have this opportunity. We look forward to helping them take their business here in Australia to the next level.”

Tim Higginson, general manager of Draftfcb said: "Draftfcb Melbourne is very proud of the work and the results we’ve achieved with Honda over the course of our relationship, and are obviously disappointed by this decision. We believe our vision and plans for Honda in Australia would continue to build a relevant and powerful brand presence. We wish Honda well with their new agency."

The pitch was revealed and decided upon in less than a month.

The review did not include Honda's media account, handled by ZenithOptimedia.

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