Honda awards European media account to Dentsu Aegis Network

Honda has awarded its £50 million European media planning and buying business to Dentsu Aegis Network, Campaign understands.

Honda: held a two-way pitch for its European media account
Honda: held a two-way pitch for its European media account

Dentsu Aegis Network won the account after pitching against the incumbent, Starcom MediaVest Group, which had held the account since 2010. It is understood no other agencies had pitched for the business.

The appointment ends a 13-year relationship which began in 2002 when Starcom Motive won Honda's media business from Mediahead.

The Publicis Groupe-owned media network then picked up the consolidated €150 European media account in 2010.

Campaign first reported in October that the car giant was reviewing its media business in Europe, which is worth an estimated £50 million.

Honda uses Wieden & Kennedy London as its lead creative agency, while Mcgarrybowen has created ads for the CR-V and HR-V models. 

Neither Honda nor Dentsu Aegis Network was immediately available for comment.

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