W&K wins Asia and Far East Honda task

Honda has appointed Wieden & Kennedy to handle its advertising across Asia and the Far East.

The agency, which has been Honda's UK agency of record since 2001, will create regional brand campaigns across 12 countries based on the "power of dreams" proposition.

The advertising will run primarily in Asian and Oceanic countries, including Australia, New Zealand, Singapore, India, Pakistan and Vietnam. The Japanese agency Hakuhodo is the incumbent.

W&K London will create the first TV campaign for the region, which will be implemented by the agency's Tokyo office and is due to break later this year. Over time, a full handover will see W&K Tokyo creating all new campaigns, which are expected to include TV, print, a regional website and in-store materials, overseen by the London office.

W&K's latest campaign for Honda, "problem playground", broke at the start of 2008. It showcased technological innovations the car-maker has developed since the 50s.