Japanese automotive manufacturer Honda has established an In-House Agency (IHA), with a streamlined agency roster after a competitive pitch.
Howatson+Company is the manufacturer's new media and creative agency partner, across automotive and motorcycles and power equipment, which will work in a hybrid model alongside the new IHA.
Honda's media incumbent Zenith did not re-pitch for the account after holding it since 2001. AdNews can also confirm Leo Burnett did not pitch for the creative account.
Honda Australia wishes each of its past agency partners 'all the best' including Zenith Media, Leo Burnett, Wavemaker and TRP who have supported the Honda Australia operations throughout the years.
Honda head of marketing Terri Golder joined the business four months ago and will support the new agencies through the transition.
Honda general manager customer experience Belinda Cusworth said this is a really exciting time for Honda Australia and the marketing team.
"With our rich brand heritage, the establishment of an in-house agency, coupled with new external partners, positions us to drive greater effectiveness in our marketing efforts," Cusworth said.
"We’re thrilled to welcome Terri Golder to lead our reshaped marketing function.”
-lution partner and chief strategy officer Nick Thomas said the in-housing company was proud to assist Honda in redesigning their operating model and building an In-House Agency from scratch.
"The IHA, launching within the next month will span across creative, production and media. Recruitment for the initial roles is underway," Thomas said.
Howatson+Company founder and CEO Chris Howatson said Honda is one of the most valuable brands in the world.
"The opportunity to work with Belinda and Terri to continue this legacy is a dream for both myself and the entire agency," Howatson said.
"We’re honoured to become part of the Honda family”.
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