American Honda Motor announced it is reviewing its advertising accounts for the Acura and Honda brands.
Rubin Postaer and Associates, the agency which leads the American Honda, are included among the advertising firms scrutinized in the review, which is expected to be completed in the first quarter of 2013. According to Kantar Media, which is an ad tracking firm owned by KPP Plc, American Honda invests almost $700 million annually on the marketing in the US.
“The review we have initiated will lead to a strong, long-term strategic plan for our brands,” Michael Accavitti, head of American Honda marketing, said in a statement.
Accavitti added that Honda plans to connect with customers through a ‘dynamic marketing campaign,’ which is of utmost importance in such a competitive marketplace. The automaker said that the review was needed as it rolls out new models such as the 2013 Honda Civic and the 2014 Acura RLX sedan, Acura being Honda’s premium brand.
Last year Honda invested $689.5 million on US advertising, an increase from $668.1 million in 2010. After the first half of this year the automaker’s ad spent increased 1.8%. Sales of Honda and Acura brands in the US increased 24% through November to 1.29 million vehicles.