RPA Recaptures $600 Million American Honda Media Assignment

Santa Monica-based RPA has been awarded media duties for the nearly $600 million American Honda account, the companies confirmed. Publicis Groupe’s Mediavest was the incumbent on the account.

Honda spent $580 million on ads in the U.S. in 2015, in support of both its Honda and Acura nameplates, according to Kantar Media.

The Honda media assignment is returning to RPA after a nearly four-year absence. In early 2013, the brand awarded media duties to MediaVest after a review. The car company quietly began a new review of the assignment in the fall of 2016.

RPA remains a key creative partner with Honda—a partnership that began four decades ago—although creative duties were not part of this review.

Bill Hagelstein, President and CEO, RPA, issued this statement:



“This week, we celebrate our 43rd anniversary as American Honda's trusted marketing partner. As of today (Fri, 1/6), RPA has been named Honda's Corporate, Automotive and Acura media planning and buying agency of record. This move speaks to the shift toward agency rebundling, and RPA's ability as an independent, holistic agency to align strategy, creative, media and production (including digital) 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.”


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