The agency is already the incumbent on the UK account, and will now cover 21 markets across Europe.
The move is part of a consolidation of Honda’s media relationships. Regional strategy and management, including all search activity, will originate from the London office.
The incumbents vary by market but include MEC, Initiative and Zenith Optimedia.
Iain Jacob, CEO Starcom MediaVest EMEA, says: “Starcom and Honda share a common vision to deliver powerful, innovative work grounded in idea-centricity. Our partnership in the UK reflects this and we’re delighted to be expanding our responsibilities across EMEA.”
The new pan-European consolidated Media planning and buying comes into effect from 1 April and was overseen by Honda marketers Gemma Sibley and Ellie Tory.
Honda Motor Europe recently launched a new crowd-sourcing project called ’Live Every Litre’.
In the UK, the marque is sponsoring Channel 4 documentaries and recently ran an ad campaign called “Everything” to promote the home-built engineering of all Honda vehicles. Wieden & Kennedy is the lead UK ad agency for Honda.