The Leith Agency has beaten St Luke’s, Paradiset DDB, CDP and the
German hotshop, Dorland, to win the pan-European launch of a major Honda
The win marks the first time a large car account has been won by a
Details of the campaign budget for the model, to be launched early next
year, are under wraps but the car is thought to be a small,
four-wheel-drive vehicle that will be aimed at younger drivers. The
client approached the Leith on the strength of its work for Irn-Bru.
Chris Brown, Honda’s European advertising manager, said: ’The task given
to the five agencies was to produce mould-breaking car advertising that
could create impact across the European cultural spectrum. We were
looking for advertising that would give us share of mind, not merely
share of voice.’
The Leith will be responsible for originating creative work but account
handling will fall to Honda’s existing agencies around Europe.
Media will also be channelled through roster agencies
Brown stressed that the Leith had been appointed by Honda Motor Europe
and said this did not affect CDP, the UK incumbent, whose relationship
is strictly with Honda UK.
Martin Sanders, head of marketing at Honda UK, said: ’We are very happy
with CDP. This doesn’t affect our relationship at all.’
Phil Adams, the director of account management at the Leith, said: ’It’s
not just the Leith Agency that should be taking credit. Honda showed how
a pitch should be run.’
The pitch process began just over two months ago and, since then, Honda
has held regular progress meetings with all the agencies.
Gerry Farrell, the creative director of the Leith, said: ’We’ve always
had the reputation of being a world-class agency that just happens to be
in Scotland. Now we’ve confirmed it against the toughest competition in