Hakuhodo fights off W+K to win Honda Europe creative account

Honda Motor Europe is set to hand its creative and strategic account to the Japanese headquartered Hakuhodo, The Drum has learned.

The network is understood to have won the bulk of Honda’s advertising business in the continent over the next three years. While no formal contracts have been signed, the company has been informed of the deal.

Hakuhodo, which pitched with its sole UK agency Southpaw, is thought to have fought off competition from Mcgarrybowen, Joint and Wieden+Kennedy London. However it is understood that the latter will continue to work with Honda on projects such as long-running sponsorship of Channel 4.

A source close to the pitch told The Drum that Brexit-uncertainty led Honda to select a partner with a stronger European presence than the London-based Wieden+Kennedy, Mcgarrybowen and Joint. Better known for its APAC dominance, Hakuhodo also has offices in Germany.

Joint was the only non-rostered agency invited to pitch for the work.

Southpaw, which is based in Tunbridge Wells, has previously collaborated with the auto brand on work such as ‘Are You Type R?’, ‘Miimo’ and ‘Adventure Roads’.

Honda is estimated to have spent £11m on advertising in 2017.

A Honda spokesperson declined to comment on Hakuhodo winning the brief, saying that further announcements would be made in due course.