TriHonda, the Honda dealership advertising association comprised of 61 dealerships covering New York, New Jersey and Connecticut, has appointed Horizon Media as its media AOR following a formal review. Incumbent Spark Foundry, which held the account for six years, did not defend.
This business is one of Honda's most important sales regions, accounting for some $45 million in annual advertising.
Agencies were challenged during the three-month competitive review — managed by R3 consultants — to develop an ROI mind-set and cross-channel approach. Horizon landed the account, largely by providing a more insightful approach to multicultural marketing and elevating the conversation around data and insights.
"Beyond the tools, systems, processes and resources that every agency possesses, the TriHonda team saw in Horizon a similar entrepreneurial spirit,” says Stan Fields, executive vice president and Chief Client Officer at Horizon. “We go further to develop insights driven by data and a deeper understanding of consumer needs, wants, values and motivations.”
Horizon also has familiarity with the Honda family, currently managing the North Texas Honda Dealer Association, as well as the Southern California Dealer Advertising Association business for the past 12 years.