Honda set to appoint Midas to make it a year of digital

Honda is poised to reappoint Midas to its £3m digital account following a four-month review.

The car marque began approaching agencies in January after saying last year that 2007 would be the “year of digital” for Honda (MW October 26, 2006).

It is thought to have shortlisted at least three undisclosed agencies to pitch against the incumbent, but sources claim Midas is in line to retain the business. The review was overseen by Honda’s manager of customer communications Ian Armstrong. He did not return calls as Marketing Week went to press.

Honda is understood to be committing up to 15% of its £20m UK media budget to digital activity in the coming months. The former head of marketing Jeff Dodds told MW last year: “We want to become a world leader in digital. We’re going to up our game and that will either present some challenges for Midas or for someone else.”

Dodds has since left Honda to join Callaway Golf as European marketing director. He was replaced by head of aftersales Tom Gardner at the end of last month.

Honda axed communications planning agency Naked Communications from its roster in July last year. Wieden & Kennedy handles the advertising account, while Starcom is responsible for media planning and buying. Hicklin Slade is the company’s direct marketing agency.