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Honda to try out new advertising structureWednesday, March 20, 2013

Category:Car Enthusiast Talk

Honda recently announced that it is launching a new advertising structure to benefit both its Honda and Acura brands. The automaker chose MediaVest as its new ad agency, as RPA will be Honda's new creative agency and Mullen will be Acura's new creative agency. 

Through the new structure, Honda is looking to streamline business operations and in particular, increase creativity, improve efficiency and set up a new long term strategy. 

"We are creating a new and highly collaborative path forward that will yield outstanding creative and enable us to focus more of our marketing investment on communicating with our customers," said Michael Accavitti, vice president of National Marketing Operations. "We are confident that our new team of agencies will create dynamic marketing campaigns that connect and engage consumers with our products and our brands, while achieving an even higher level of efficiency and effectiveness."

Accavitti added that because Honda is releasing such a strong lineup of new products, the new agency will have plenty of material to take the automaker's creativity to the next level. Honda recently released the 2013 Honda Accord and Civic, both of which have already contributed to strong sales numbers in 2013.

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Honda sales up in the new year
Honda reported that even though sales were hindered by snow storms last month, it was still able to sell 107,987 units in February, down only 2 percent when compared to a year ago. Honda reported that year-to-date sales were​ still above levels seen during the same period of time last year.

"It took a big winter storm in the Northeast to slow us down a bit, but our robust sales over the last three weeks show that our strong retail momentum continues," said John Mendel, executive vice president of Sales at American Honda. "With Accord posting strong numbers and spring just around the corner, the best is yet to come."

The all new Accord was one of the automaker's top selling cars. According to Honda, Accord sales reached 27,999 units, up 35.2 percent on a year-over-year comparison. 

The automaker also celebrated last month as the Accord, CR-V and Odyssey were all named  to Consumer Reports' annual Top Pick List, pitting them as some of the best cars in the nation.