American Honda enhances marketing efficiencies with new digital agency

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.
Source: Honda