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Honda appoints RPA to $600m US media buying business

Honda appoints RPA to $600m US media buying business

Honda Motor Company has awarded its US media agency of record account, valued at around $600m annually, to long-time independent creative partner RPA following a review.

Santa Monica-based independent agency RPA has worked with Honda for 30 years, and has been appointed the business after a “quiet” review that began in late 2016.

It has continuously held Honda’s creative advertising account, designing and producing commercial spots and digital advertising for the Honda brand, currently working on Honda’s CR-V spot for the Super Bowl.

Incumbent Publicis’ MediaVest has worked with the brand since 2013, and declined to comment. It represents another big loss for MediaVest, which last year dropped the Wal-Mart ad-buying account.

In a statement, RPA president and chief executive Bill Hagelstein claimed the appointment is evidence of the agency’s ability to align strategy, creative, media and production all under one roof.

“We are pleased to have added these responsibilities in order to help all Honda automobiles achieve continued business growth in the years ahead,” Hagelstein said.

Honda vice president of national marketing operations Tom Peyton added that he expects the move to realise even greater effectiveness: “In a media landscape that is increasingly content, social and data driven we made a decision to return to a more consolidated structure.”