Howatson+Co drives away with Honda media account

Honda has concluded its first media pitch in a decade, appointing independent agency Howatson+Company, Mumbrella can reveal.

According to sources, Howatson+Company took out the final stage of the pitch process against fellow indie agency Match and Wood.

The appointment is understood to be in the contract stage, with a Honda spokesperson advising Mumbrella that the automotive brand was “still working through the selection process” and was yet to “finalise a new media agency at this time”.

Howatson+Company declined to comment.

Mumbrella first reported that the pitch was underway in November, confirming that incumbent Zenith Media Australia would not be contesting the account after a 17 year relationship with the automotive brand.

“Honda is a fantastic brand, and it has been a pleasure to work with the business and help with its transformation over such a long period of time,” said Zenith CEO Jason Tonelli.

The appointment comes as Honda looks to totally refresh its marketing strategy, with insiders confirming that the brand’s creative account has also gone up for pitch, and is still in play.

The incumbent on the creative account is Zenith’s Publicis Groupe stablemate Leo Burnett, which Mumbrella understands has also ended its 11 year relationship with the auto brand by refraining from the pitch.

Leo Burnett declined to comment.


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