Honda launches review of digital advertising, marketing work

AMERICAN HONDA put its digital advertising strategy, currently handled by a handful of agencies, under review. Advertising Age, an Automotive News affiliate, said the automaker is looking to target younger consumers and be more innovative with its online advertising. RPA handles most digital work for the Honda brand, and Genex does the bulk of Acura's online work. Meredith Xcelerated Marketing also has handled some American Honda digital efforts. Advertising Age says the review may seek to consolidate the digital accounts.