The Edinburgh-based agency found its way onto the pitch list because Honda executives were impressed by its work for the quirky soft drink Irn-Bru made by A.G. Barr. It emerged victorious after a five-way pitch against St. Luke's, London, Paradiset DDB, Stockholm, Grey-owned Dorland, Berlin, and CDP, London.
Honda refuses to reveal the campaign budget or details of the new vehicle, but the car is expected to be a small, four-wheel drive model.
The Leith Agency was chosen on the strength of its creative idea, according to Honda. It will produce creative, along with a style guide which the many different Honda agencies can use to tailor the ads to their individual markets. CDP and Dorland were the only Honda roster agencies involved in this latest pitch; CDP holds the account in the U.K. and Dorland has the brand TV and print advertising in Germany.
"The task given to the five agencies was to produce mold-breaking car advertising that could create impact across the European cultural spectrum," says Chris Brown, Honda's European advertising manager, who made the decision in consultation with local country executives. "We were looking for advertising that would give us share of mind, not merely share of voice."
Copyright September 1998, Crain Communications Inc.