Honda Motor Europe has appointed The Leith Agency to handle the &£30m launch of its next generation Civic car.
The Leith pitched against two other agencies – Honda UK’s lead advertising agency CDP, and Hakamodo in Germany, a roster agency for Honda Motor Europe North region.
The new car, code-named Civic 01, will be Honda’s most ambitious European launch to date. It is being kept under wraps before launching at motor shows later in the year. It goes on sale in the UK next year.
This is the second time The Leith has been awarded a European car launch by Honda. The agency was hired more than two years ago to create a &£10m push for the four-wheel off-the-road vehicle HR-V.
Honda’s operation is split into three regions in Europe: Honda UK, Honda Motor Europe South and Honda Motor Europe North. The Leith was recently appointed as lead agency for HME South (MW June 15) and has set up a string of alliances with other agencies in France, Italy and Spain.
The Leith’s appointment, which was overseen by Honda European advertising manager Chris Brown, does not affect CDP’s relationship with the UK business.