Honda Prelude. Credit: Honda Australia
Honda Australia has overhauled its agency roster as it gears up for a major expansion in 2026, adding new hybrid models, the return of the Prelude and its first battery electric vehicle.
The company has created an agency village to sharpen its marketing, communications and digital output across a crowded automotive market.
Zenith Media Australia will lead media, Special Australia takes on automotive creative, and Burson continues on PR and corporate communications. Howatson+Co stays on the motorcycle and power equipment business.
Honda Australia general manager of brand, marketing and customer experience, Eva Barrett, said the new structure positions the business to compete harder.
“Australia is one of the most competitive automotive markets in the world and standing out is a challenge,” Barrett said.
“Employing the experience and skills of our newly formed agency village gives us the best creative minds, the best media strategy and the best storytellers, all working in unison to help differentiate us from the pack, reignite the Honda brand, drive fame, and reach our consumers.”
The shift follows a review of the brand’s marketing needs ahead of a busy year that will see expanded hybrid options in the CR-V and ZR-V ranges, the arrival of the all-new Prelude and Honda’s first EV.
Special Australia partner Bec Stambanis said the agency is keen to tap the brand’s long history.
“The whole team at Special Australia are thrilled to partner with Honda Australia and lean into the brand’s unique heritage and innovative spirit to bring the Power of Dreams back to Australia,” Stambanis said.
“We have long admired the philosophy of Honda in how it beautifully blends engineering excellence with unabashed creativity. And with an impressive vehicle range coming in 2026, including the return of the beloved Prelude, there is no limit to where we can go.”
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