CALIFORNIA: Honda North America is hunting for agencies for a
pounds 600,000 fee account after firing its incumbent agency of 15
years, St Louis-based Fleishman-Hillard.
Honda ended its relationship with F-H last month after discovering the
agency was pitching for an account with the American Automobile
Manufacturers Association - which comprises General Motors, Ford Motor
Company and Chrysler.
F-H has since won the AAMA account. Honda saw a conflict of interest as
AAMA promotes the contribution that the industry makes to the US
’We elected to go after a piece of business which Honda perceived to be
a conflict,’ said F-H chief executive John Graham, adding that fees were
not an issue in the decision to pitch.
Mike Spencer, PR manager for Honda, said the company was drawing up a
list of candidates for the account, which includes corporate, product
and government relations activities. According to Spencer, Honda may
appoint one agency or divide the account between a series of
He added that there were concerns within Honda about the higher
overheads of big international agencies leading to less value for money.