PARIS - Honda has chosen a Scottish independent agency, The Leith Agency, Edinburgh, as the lead agency on its E50 million southern European advertising account, covering France, Italy and Spain.
Havas Advertising-owned shops in France and Italy, and a Grey Worldwide shop in Spain will adapt creative work produced by Leith to national markets and handle local campaigns for Honda dealers. The three receiving agencies are Havas Advertising-owned Ailleurs Exactement, Paris; Ata de Martini, Milan; and Grey Trace, Barcelona, Honda's incumbent Spanish agency.
The Leith-led consortium won the account after a pitch run from Honda's Paris office, headquarters of the southern European division. Other competing agencies included Client First, Paris, which previously handled French advertising; Grey Worldwide, Paris; and a new agency structure formed by [email protected], Paris, called June, Paris.
One of Honda's immediate tasks for Leith - which managed the pan-European launch of the HR-V sport-utility last year - will be to coordinate advertising for the new Civic that will be launched at October's Paris auto show.
Honda restructured its European branch into three autonomous divisions in October 1999: one for the UK; a second for southern Europe; and a third for northern Europe, managed from Germany and including sales operations in Austria, Belgium, Luxembourg, the Netherlands and Switzerland.