American Honda Consolidates Digital Duties With Publicis Groupe's Razorfish

American Honda has selected Razorfish as the new digital agency for both the Honda and Acura brands, the Torrance, CA-based automaker has confirmed.

The company spends an estimated $50 million to $75 million annually on digital ads and marketing. Previously the assignment had been handled by a handful of shops -- including the two creative incumbents, RPA, the AOR for the Honda brand and Mullen, lead creative agency for Acura.

Honda said the selection of Razorfish came after a nearly eight-month review process “designed to advance American Honda’s competitiveness in the evolving online landscape.”

According to the client, under the new digital marketing structure, RPA will continue to be responsible for all consumer-facing content related to traditional and digital advertising along with social media support as the creative agency for the Honda brand. Mullen, appointed the agency of record for Acura in April 2013, will continue to be responsible for all consumer-facing content related to traditional and digital advertising for Acura.

Razorfish, in turn, will work with the two creative shops to develop digital platforms and support activities across Honda and Acura online properties. The Publicis agency will work with the creative shops to “optimize” the auto company’s consumer-focused Web sites. In addition, Razorfish will be responsible for both Honda and Acura owner Web sites and social media support for Acura.

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