OREANDA-NEWS. American Honda Motor Co., Inc. announced that its comprehensive review of advertising creative and media accounts for its automobile business has resulted in a multi-agency approach for the company's Honda and Acura brands. MediaVest was selected as the media agency serving both brands, with RPA selected as the creative agency for the Honda automobile brand and Mullen as the creative agency for the Acura brand.

The agency assignments, the result of a nearly three-month long selection process, reflect a major change in strategies for Honda and Acura advertising.   The new multi-agency structure will place American Honda at the hub of a collaborative team of agencies, with the focus on heightened creativity, greater efficiency and long-term strategic planning.  RPA, Mullen and MediaVest together with Muse Communications and Orci, which retain the multicultural assignments, will report directly to American Honda rather than through a single agency.

Each agency will have dedicated workspace at American Honda headquarters in Torrance, Calif. where agency personnel can better serve the needs of each brand by collaborating together and with the Honda and Acura teams. In addition, Mullen and MediaVest will be opening or expanding dedicated offices in Southern California.  RPA, Muse and Orci are headquartered in Southern California.

MediaVest's role as the separate media agency is expected to result in more sophisticated targeting of the media mix, with a significant improvement in media buying efficiency.

Acura is in the midst of the complete makeover of its product lineup. In 2012, the brand launched two new gateway Acura models with a redesigned RDX, which has since enjoyed 10 consecutive months of record sales, and the new ILX entry-luxury sedan. For 2013, the all-new 2014 RLX flagship sedan went on sale March 15, with an all-new 2014 MDX coming to market by mid-year. Acura has also announced plans for the introduction of the next generation of the Acura NSX supercar in about two years.