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Honda appoints DigitasLBi and Lost Boys to global Formula 1 digital account

Honda has appointed DigitasLBi and Lost Boys to its global Formula 1 digital business following a competitive pitch.

The car marque has briefed the agencies to develop a digital strategy to help position the brand at the forefront of Formula 1 ahead of the 2015 races.

The activity, which will kick off this week, will include the launch of a global digital platform designed to take Formula 1 fans on an “aspirational journey” of the challenges involved with the sport. It will also devise a social media strategy, aimed at engaging a wide range of Formula 1 fans with the Honda brand.

DigitasLBi already works with Honda on its digital strategy in European markets, while Lost Boys - part of DigitasLbi - was appointed to the brand’s pan-European social business, along with media agency Starcom, last December.

The agency rebranded its social agency MRY to Lost Boys last September, as part of plans to reinforce its commitment to smaller clients looking for brave and provocative work, and test new grounds.

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