Honda has overhauled its agency model under its new marketing chief, appointing Howatson+Co to run media and creative, and creating an in-house agency to work alongside Chris Howatson‘s indie shop.
As a result of the shake up, spearheaded by new head of marketing Terri Golder, who joined February, incumbents Publicis’ Zenith and Leo Burnett – who refrained from defending the business, Mediaweek understands – Wavemaker, and TRP lose the account.
Howatson+Co was already working with Honda on media, picking up the business in February after Honda’s first media pitch in a decade.
Honda thanked its former agency partners – “we wish each of them all the best” – and said the new “hybrid model” will “optimis[e] efficiency and creativity.”
“With our rich brand heritage, the establishment of an in-house agency, coupled with new external partners, positions us to drive greater effectiveness in our marketing efforts,” Belinda Cusworth, general manager of customer experience said.
“We’re thrilled to welcome Terri Golder to lead our reshaped marketing function.”
Golder started out in agencies, working for Grey, Clemenger, Proximity London, and McCann before heading client-side at Specsavers. From there, she spent almost seven years at Renault, then was head of marketing at Bunnings. Most recently, she worked as a consultant.
Howatson, the founder and CEO of Howatson+ Co, added that “Honda is one of the most valuable brands in the world.”
“The opportunity to work with Belinda and Terri to continue this legacy is a dream for both myself and the entire agency,” he said.
“We’re honoured to become part of the Honda family.”
The in-house component of the model was developed in partnership with -lution. Nick Thomas, -lution’s partner and chief strategy officer, said the in-house agency will launch next month, spanning creative, production, and media. It is currently recruiting for initial in-house roles.
“We’re proud to assist Honda in redesigning their operating model and building an in-house agency from scratch,” Thomas added.
Last month, Howatson+Co acquired Kenny Hill’s Akkomplice, 10 years after Hill set up the independent agency.
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Top image: Golder and Howatson