American Honda Motor Company is consolidating its digital marketing business, for Honda and Acura brand from interactive advertising company Publicis Groupe Razorfish company and his brother team.
The new integrated digital campaign creative and strategy, and so on. It also brought digital media, and in the same holding company.
Company lion created in order to avoid conflicts with customers, Ford Motor Company, according to people familiar the matter.
WPP's VML, MXM Diskin, Razorfish Company and RGA Interpublic participated in the stadium, beginning in January.
Relevant agencies declined to comment or could not be contacted immediately. Honda declined to comment.
Currently, processing digital creative EPR Honda, while Mullen and manage multiple digital MXM Acura task. RPA will continue to promote consumer-oriented support digital content and social media brand Honda. Mullen will do the same for a lot of the best.
According to Honda, Razorfish company will cooperate with both creative agencies and brands, consumer-oriented website optimization, maintaining the characteristics of its own brand of each site. In addition, Razorfish company responsible for social media supports both Acura Honda and Acura owners and websites.
After review of the past year, American Honda Motor Company retained as its creative agency RPA's Honda, Acura Mullen creative but instead IPG and Publicis Groupe's MediaVest appointed as the brand's media agency of age. RPA had driven all the media and creative accounts.
After a move to consolidate and digital Acura Honda initially seem counterintuitive one year split creative and media for months, only groups marketing its own brand after the separation.
In March this year, while digital agency pitch at full force, chief marketing officer of American Honda Motor Company Mike reassigned Accavitti led Acura brand in the North American automotive operations into the transition. The move towards sales and marketing functions Honda and Acura brands separate divisions of the part of the restructuring.
Previously, American Honda removing function key operation, and not by the brand. For example, Accavitti oversight role of product planning for Honda and Acura and national marketing.
Assuming a new role, he focused on the Acura, Accavitti said last year that the company expected to increase the number of expenses.
"We have been constantly changing combinations, because I was from the television broadcast of the traditional media," he told Advertising Age, Automotive News, a subsidiary of the creative and media review. "There is a strong emphasis on marketing from television I came here to this place, so we started to increase the amount of money for digital, this will continue."
It is unclear how the organizational changes affecting the company's digital spending plans. However, the company is certainly measured media budget took a hit last year. Honda spent $ 587.8 million on measured media in the United States in 2014 - up to 18% of the $ 859.9 million it spent in 2013.
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