American Honda Enhances Marketing Efficiencies with New Digital Agency for Automobile Business

8/12/2014 11:00:00 PM

  • New enhanced digital capabilities ensure innovation and advance competitiveness in evolving online landscape

In an extension of the multi-agency automotive advertising structure it initiated in April 2013, American Honda today announced that it has selected Razorfish as the new digital agency for both the Honda and Acura brands to further enhance marketing innovation and efficiency. Razorfish will work collaboratively with brand creative agencies RPA and Mullen to develop digital platforms and support activities across Honda and Acura online properties.

The new digital agency assignment for Razorfish is the result of a nearly 8-month review process designed to advance American Honda's competitiveness in the evolving online landscape.

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 as the creative agency for the Acura brand.

Razorfish will work together with both creative agencies to optimize the brand and consumer-facing websites while maintaining the independent brand characteristics of each site. Additionally, Razorfish will be responsible for both Honda and Acura owner websites and social media support for Acura.

About Honda
Honda offers a full line of reliable, fuel-efficient and fun-to-drive automobiles for American car buyers through approximately 1,000 independent U.S. Honda dealers. The Honda lineup includes the Accord, Crosstour, Civic, Fit, CR-Z and Insight along with the Pilot, and CR-V sport-utility vehicles and the Odyssey minivan.

Honda has the highest brand fuel economy1 and the longest-lasting cars2 of any mainstream automotive brand in America, and more models achieving an IIHS TOP SAFETY PICK+ rating than any other automotive nameplate.

Honda has been producing automobiles in America for more than 30 years and currently operates 16 major manufacturing facilities in North America. In 2013, more than 94 percent of all Honda vehicles sold in U.S. were made in North America, using domestic and globally sourced parts.
1 Based on model year 2012 fuel economy data from the U.S. Environmental Protection Agency and its report: "Light-Duty Automotive Technology, Carbon Dioxide Emissions, and Fuel Economy Trends: 1975 Through 2013."
2 Longevity based on IHS Automotive, Polk U.S. vehicles in operation registration statistics 1988-2012 for Honda and non-luxury competing brands.

About Acura
Acura offers a full line of technologically-advanced performance luxury vehicles through a network of approximately 270 U.S. Acura dealers. The Acura lineup features five distinctive models – the RLX luxury flagship sedan, the TLX performance luxury sedan, the ILX gateway luxury sedan, the 5-passenger RDX luxury crossover SUV, and the 7-passenger Acura MDX, America's all-time best-selling three-row luxury SUV. Acura's product lineup was recently recognized by Edmunds.com for the third consecutive year as leading all luxury brands in retained value after five years of ownership. More than 90 percent of the Acura vehicles sold in America are produced at the company's manufacturing facilities in America, using domestic and globally sourced parts.

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