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RPA Contacts
Contacts (5/35)
| Name | Title | State | ||||||||||||
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| Pete I. | President & Chief Executive Officer | CA | ||||||||||||
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| Gary P. | Executuve Vice President & Chief Production Officer | CA | ||||||||||||
| Joe B. | Executive Vice President & Chief Creative Officer | CA | ||||||||||||
| Tom K. | Executive Vice President & Chief Client Officer | CA | ||||||||||||
| Brett B. | Executive Vice President & Chief Operating Officer | CA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Male Opps: Honda shuffles marketing team, increases spend (Score 37)
Sales Lead: Phil Hruska became the senior manager of
- Hruska joined the automaker in February 2014 and most recently served as the media department head of Honda and Acura.
- Now, he leads Honda's general and multicultural marketing.
- He succeeds Jessika Laudermilk, who was named as the marketing AVP at parent company in November 2022.
- Laudermilk replaced Ed Beadle, who, as marketing and customer experience (CX) VP for Honda and Acura, leads marketing and PR for both brands, effective April 2022.
- The brand will likely:
- Shift its strategy
- Continue increasing spend
- Conduct brand-specific agency reviews
- Target demographic:
- A wide but male-skewed audience ranging from Gen-Z through Gen-X
- Honda has also started ramping up its sustainability efforts, which will appeal to eco-friendly consumers and likely lead to cause marketing initiatives.
- To support these efforts, it named James Reeves as the senior manager and lead of its sustainability strategy in January 2023.
- Honda has also started ramping up its sustainability efforts, which will appeal to eco-friendly consumers and likely lead to cause marketing initiatives.
- A wide but male-skewed audience ranging from Gen-Z through Gen-X
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: The Honda brand allocated roughly $142.7m toward national TV commercials last year, 11% more than the roughly $128.7m allocated in 2021.
- 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, College Football, NHL Hockey, and SportsCenter.
- Note: The Honda brand also utilizes linear and OTT media.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, parent company American Honda spent approximately $34.9m on digital ads, up 7% from the approximately $32.5m spent in 2021.
- 2022 data: The company earned ~3.1b digital impressions last year via desktop video (50%), desktop display (27%), Facebook (8%), Twitter (5%), Instagram (5%), and mobile display (5%) ads.
- Honda placed most of its 2022 desktop video ads site direct (97%) onto destinations such as Twitch (56%), YouTube, yahoo.com, sports.yahoo.com, and espn.com.
- Last year, it placed the majority of its desktop display ads site direct (92%) onto destinations such as YouTube (16%), reddit.com, caranddriver.com, nadaguides.com, and fallout.wikia.com.
- Additional channel insights
- The Honda brand utilizes local broadcast and online video (mostly Youtube.com) ads and, barely, print and OOH.
- Honda holds planning conversations in Q1 and buying conversations in Q4.
- It sponsors podcasts such as The School of Greatness, Critical Role, Louder with Crowder, OTB Football, and The Daily Stoic.
- The brand's sponsorship partners include the .
- The Honda brand utilizes local broadcast and online video (mostly Youtube.com) ads and, barely, print and OOH.
Additional agency insights:
- Opportunity: Get in touch to see if these new DMs are in search of new brand-specific agency partners for Honda.
- Current agency roster:
Insight Sources: Broadcast insights estimated by Relo Metrics.