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.
