Pitching for the fat assignment had been BBDO- owned Boebel/Adam and Tostmann & Wulfes, both Frankfurt, plus Dentsu's new Duesseldorf-based partner Cayenne. Not involved in the contest was Bates Germany, Frankfurt, which handles Honda's product advertising.
The small Dorland agency is already creating a campaign that will air in mid-June. No decision has yet been made on an agency to handle media planning and buying.
The reason for the new image campaign, says Honda Germany's Distribution Manager Willy Cohen, is that the carmaker's market share in Germany, "as well as our image here, do not meet with the standard of our company."
Offenbach-based Honda has a market share in Germany of 1.6%, the equivalent of 54,500 cars. Nissan, Toyota, Mazda and Mitsubishi all rank above Honda in the market.
Copyright May 1997, Crain Communications Inc.