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ZenithOptimedia wins media duties of Honda Siel Cars

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | May 16, 2011
The media agency bagged the account through a pitch that involved other agencies such as GroupM, Lodestar UM, Dentsu Media, and interestingly, its own group agency, Starcom MediaVest Group (SMG).

ZenithOptimedia India has bagged the media duties of Honda Siel Cars India, a joint venture between Japan's Honda Motors and Siel India. The size of the account is estimated at Rs 100 crore.

The media agency bagged the account through a pitch that involved other agencies such as GroupM, Lodestar UM, Dentsu Media, and its own group agency Starcom MediaVest Group (SMG).

In an official communiqué, Satyajit Sen, chief executive officer, ZenithOptimedia India, says, "We will provide the best return on investment (ROI) to Honda, by creating solutions that stand out on media effectiveness, media efficiency and media leadership."

Prior to this, Honda's media business was divided between Dentsu Media and Motivator -- a GroupM agency. With this, the automotive company has consolidated all its brands including Honda City, Accord, Jazz, Civic, CR-V, and the yet-to-be-launched Brio, under one roof.

Anita Sharma, assistant vice-president, marketing communications, Honda Siel Cars India, says, "We selected ZenithOptimedia because of its in-depth knowledge of the automobile industry and the current competitive environment. Its scientific and process-led planning, with the help of tools such as Touchpoint and Portfolio Analysis, was the main factor for Honda in choosing the agency as its media partner."

Currently, Honda's creative business is divided amongst three agencies -- Grey (the agency in the recent past had bagged the creative duty for Honda's new car, Brio), Ogilvy India's sister agency Meridian (which handles the creative duties of Jazz), and Dentsu, which handles the other Honda cars.

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