Honda Australia adds Howatson+Company to agency stable and forms new in-house agency

Honda Australia has announced a number of changes in its marketing and agency model, leading to several key developments.

The developments include:
• The appointment of Howatson+Company as the new media and creative agency partner across automotive and motorcycles and power equipment

• In conjunction with -lution, Australia’s leading experts on in-housing, the establishment of a new In-House Agency (IHA)

In line with these changes, Honda has streamlined its agency roster, farewelling long-standing partners across automotive, motorcycle and power equipment. New agency Howatson+Company will work in a hybrid model alongside the new IHA, optimising efficiency and creativity.

Terri Golder has recently joined Honda Australia in the position of head of marketing. Golder brings with her a wealth of experience to support the new agencies through the transition.

Says Belinda Cusworth, general manager customer experience, Honda Australia: “This is a really exciting time for Honda Australia and our marketing team. With our rich brand heritage, the establishment of an in-house agency, coupled with new external partners, positions us to drive greater effectiveness in our marketing efforts. We’re thrilled to welcome Terri Golder to lead our reshaped marketing function.”

Says Nick Thomas, partner and chief strategy officer at -lution: “We’re proud to assist Honda in redesigning their operating model and building an In-House Agency from scratch. The IHA, launching within the next month will span across creative, production and media. Recruitment for the initial roles is underway.”

Says Chris Howatson, founder and CEO of Howatson+Company: “Honda is one of the most valuable brands in the world. The opportunity to work with Belinda and Terri to continue this legacy is a dream for both myself and the entire agency. We’re honoured to become part of the Honda family.”

Says Cusworth: “Honda Australia would like to extend their gratitude to the teams at Zenith Media, Leo Burnett, Wavemaker and TRP who have supported the Honda Australia operations throughout the years. We wish each of them all the best.”