Backchannelmedia

Marketing

By Quilter, James

Honda has axed communications planning agency Naked Communications from its roster to cut costs.

The car marque has worked with Naked since 2002, when it was appointed alongside incumbent ad agency Wieden & Kennedy. Naked handled communications planning strategy, while Starcom was responsible for implementational planning and media buying.

Honda head of marketing Jeff Dodds took the decision to drop the agency, which is intended to make its promotional spend more efficient.

Dodd said that, although Naked had had a role to play when hired to redevelop the company's communications strategy, its duties could now be handled by Honda's other agencies. The move is likely to mean Starcom will oversetthe marque's planning.

Despite Honda's decision, Naked claims that it is currently working on a series of long-term projects for the manufacturer, covering digital, corporate sales and dealership areas.

Dodds said it was 'business as usual' at the company, which is working on campaigns for the forthcoming executive model Honda Legend. He added: 'Our promotional activity will continue to be about who we are, not what we make.'

Honda named Dodds head of marketing in April; he was previously head of marketing tor Honda Power Equipment before taking on the role vacated by Simon Thompson, who joined Motorola as marketing director for Hurope (Marketing, 14 February).

Naked was appointed in 2002 by Thompson's predecessor, Chris Brown.

Honda spends about .20m a year on marketing. It sold 98,000 cars during 2005, according to the Society of Motor Manufacturers and Traders, giving it a 3.5% share of the UK car market.

Honda: sold 98,000 cars last year

Copyright Haymarket Business Publications Ltd. Jul 19, 2006

(c) 2006 Marketing. Provided by ProQuest Information and Learning. All rights Reserved.