Honda axed Naked from its retainer this week to cut costs but the agency is expected to continue working on three projects related to digital strategy, Honda's dealerships and its corporate sales.
Jeff Dodds, Honda's recently appointed head of marketing, told Naked last Thursday that it was being dropped from business. It was appointed in September 2002 alongside Starcom Motive, which will continue to handle Honda's buying and is now likely to take on an enlarged role.
Naked has worked on communications planning for Honda, part of which has involved developing ways to amplify advertising created by Wieden & Kennedy. Its ideas have included distributing a DVD of the making of W&K's "cog" commercial to newspaper readers.
Dodds was promoted to the role of head of marketing in April, having previously worked as the head of marketing for Honda Power Equipment. He replaced Simon Thompson, who joined Motorola as its marketing director for Europe.