Honda establishes in-house agency, farewells Zenith Media, Leo Burnett, Wavemaker, and TRP

Honda Australia is launching its own in-house agency, one of a number of changes in its marketing and agency model.

It comes after Honda recently appointed Howatson+Company as its new media and creative agency partner, across automotive and motorcycles and power equipment, as revealed by Mumbrella.

It has also “streamlined its agency roster, farewelling long-standing partners across automotive, motorcycle and power equipment”. This includes Zenith Media, Leo Burnett, Wavemaker, and TRP.

It is understood Zenith Media and Leo Burnett chose not to re-pitch for the account.

Howatson+Company will work in a hybrid model alongside the new IHA, optimising efficiency and creativity.

Terri Golder has also recently joined Honda Australia in the position of head of marketing.

“This is a really exciting time for Honda Australia and our marketing team,” said Belinda Cusworth, general manager, customer experience.

“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. We’re thrilled to welcome Terri Golder to lead our reshaped marketing function.”

Chris Howatson, founder and CEO of Howatson+Company, 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. We’re honoured to become part of the Honda family.”

Honda Australia also extended its gratitude to the teams at who have supported operations throughout the years.

“We wish each of them all the best”.


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