Lowe in strong position to scoop Honda

MANILA: Three international advertising agencies are challenging incumbent local agency MGM Advertising and Communications for the Honda Motors' US$2 million Philippine account. The challengers are Lowe Lintas & Partners, Campaigns & Grey and Dentsu Young & Rubicam. A source close to the negotiations said the car manufacturer was considering reviving its previous contract with Lowe Lintas for the high-end Accord model, leaving its other brands to MGM, which has held the business since 1994. The other brands are City, Civic and CRV. There is also speculation that Lowe Lintas is favoured to take over the corporate account from MGM. According to the source, Honda is "open to Lowe Lintas coming back". Despite previous cutbacks, MGM's account chief Nina Enfortuno said the account remained a sizeable piece of business for the agency. It is understood that DY&R put in a bid for all four of Honda's brands, including its flagship Civic model. Honda has not locked its advertising business to a global affiliate arrangement, saying it was company policy to allow independent advertising arrangements for its subsidiaries.

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