"Both the Honda and Acura brands are rolling out incredibly
strong new products. In the face of a changing media landscape and
a hyper-competitive marketplace, our challenge is to create dynamic
marketing campaigns that connect and engage consumers with our
products and our brands," said Michael Accavitti, VP-national
marketing operations, in a statement. "The review we have initiated
will lead to a strong, long-term strategic plan for our
When he joined Honda last year, Mr. Accavitti told Automotive
News there was no need to put RPA's business up for review, saying
an agency review would be, "completely unproductive and
unnecessary." He said, "RPA is an extension of the Honda
As recently as August, he praised RPA's Super Bowl work to
Automotive News and said, "I am not a fan of airing differences
with agencies in the press. If I have an issue with ad agency, I
will call them."
He added: "RPA has very capable individuals. We just needed to
have a common understanding of what the objectives were, and
they've been able to come up with good creative. Continuous
improvement is the name of the game."
RPA, whose roster is dominated by Honda -- its website lists
only a few other clients, including Intuit, La-Z-Boy and Farmer's
Insurance -- referred calls for comment to the client.
Though potentially crushing news for RPA, the Honda review could
mean opportunity knocking for media and creative shops to pitch the
biggest auto review since GM reviewed its multibillion-dollar
business last year.