When car accounts are up for a review, it’s a huge deal. Consultants, car enthusaists, the advertising press, the general business press, and yes, ad bloggers always weigh in. It’s a big prize.
The news that Honda has put its account up for review is an even bigger deal because RPA, formerly Rubin Postaer & Associates, has had the account for 26 years.
Other than the Super Bowl spot above, Honda in the US hasn’t done a ton of high-profile, sexy advertising. Frankly, they haven’t needed it: The cars have been hugely successful due to their high quality and resale value. So while RPA is defending the account, we’re going to see lots of revenue-hungry agencies want to get in on this. We’ll also probably hear stories of agencies doing spec work that tries to take Honda in directions we’ve never seen before.
Actually, this review would make for a great sequel for one of the best fly-on-the-wall accounts of an advertising account review ever: Randall Rothenberg’s Where The Suckers Moon, which covered Subaru’s review and short-lived relationship with Wieden & Kennedy. I wonder if something like that, too, is in the works.
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