American Honda recently announced its collaboration with Razorfish, a digital agency that will work with the brand to enhance marketing innovation and efficiency. Razorfish will work with RPA and Mullen to develop digital platforms and support both Honda and Acura online properties. This collaboration comes after nearly eight months of reviewing how the company can increase Honda’s competitiveness in the online landscape.
This new marketing structure will still require RPA to be responsible for all consumer-facing content, both traditional and digital, as well as social media support for the Honda Brand. Mullen, an agency appointed for Acura’s consumer-facing content in 2013, will continue its job of creating traditional and digital advertising.
Razorfish will work with both agencies to optimize the brand’s websites while maintaining the brand characteristics of each site. They will also be responsible for both owner websites and some social media support for Honda America.
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