• by Fern Siegel , March 7, 2022

Honda UK has retained Karmarama, part of Accenture Interactive, as its lead creative agency for its automotive business after a competitive pitch.

The review, which was run in-house, pitted Karmarama against an undisclosed number of top UK agencies. The win sustains an 18-year relationship between the brand and agency.

Karmarama’s brief is to deliver brand marketing and demand-generation campaigns across multiple integrated channels. There is an added push for digital engagement its UK marketing strategy.

The remit also includes brand activation for Honda’s Rugby Football Union sponsorship. The car maker is now the performance partner and official automotive partner to England Rugby.

Karmarama began working for Honda in 2004, handling below-the-line and digital campaigns, as well as dealership advertising. In 2016, it expanded its brief, winning a competitive pitch focused on Honda’s sponsorship of films on the UK's Channel 4.

Olivia Dunn, head of communications at Honda Motors UK, said the agency came "demonstrated a continued passion for our business. which we have seen throughout our 18-year relationship. They very much won on merit."

Ben Bilboul, Karmarama, CEO and managing director, Accenture Interactive, said he anticipated "category changing work ... especially with the forthcoming RFU 6 nations campaign."