Honda eyes Hakuhodo for European creative account

The Drum reckons Honda is moving its European creative account to Hakuhodo which won in a pitch against Wieden+Kennedy (which has handled its UK advertising for years), Joint and Mcgarrybowen, which has handled European duties.

It’s almost inconceivable that W+K, which has produced some of the best advertising for any car brand over the last 15 years or so, will be off the case entirely. Hakuhodo’s UK agency is Southpaw in Tunbridge Wells, a lively outfit although hardly W+K.

One reason for the choice is said to be worries about the UK and Brexit (the Japanese network has an operation in Germany) although W+K has a thriving outpost in Amsterdam. Although if this is the case it hardly seems to make sense to put UK indie Joint on the list.

Stranger things have happened and W+K’s great days for Honda are a while back, chiefly because the carmaker hasn’t done that much high profile advertising, bedevilled by a lack of new models.

If W+K is off the Honda case then some other carmakers are sure to come knocking.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. W+K’s “Cog,” was not only a brilliant piece of creative work… But you have to take your hat off to Neil and the gang for selling it to the client. As for client loyalty… What the fuck is that these days?

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