Honda Appoints Special, Zenith To Lead Aussie Agency Village

Honda has appointed an agency village, led by creative agency Special and media agency Zenith, to grow the brand in a crowded auto category.

Howatson+Company's remit has been reduced to marine, motorcycles, and power equipment, after previously handling creative and media across Honda's product portfolio.

Also comprising PR agency Burson and digital agency Sapient, the model is intended to elevate the brand's marketing, communications, and digital experience offerings.

The restructure follows a review of the brand's marketing needs ahead of 2026, when it will expand its hybrid offering in the CR-V and Honda ZR-V product ranges, and introduce  Honda’s first battery electric vehicle to the Australian market.

Honda’s brand, marketing, and CX GM, Eva Barrett, told The Growth Agenda the move will tap into each agency's specialist skill set.

"Lots of agencies have been trying to get all of their media clients to also be their creative clients as well," she said.

“There’s a certain tension that comes with having a creative agency and a media agency that work together, collaborate together, but they’re both specialists in their own right.

“A lot of what’s been sold in the industry around efficiencies is not necessarily there, because agencies still work siloed and [clients] still need to work with different planners, so you end up working separately anyway.

“You have the best media agency, you have the most creative agency, you have the best PR agency, and that’s how you deliver big work that actually makes a difference."

She added Australia has become one of the most competitive auto markets in the world, with new Chinese automotives and EVs growing the market to 70 brands.

Eva said the agency village will give the auto brand access to the best creative and media practitioners.

Special Australia partner Bec Stambanis added the Special Australia team is eager to partner with Honda.

“We have long admired the philosophy of Honda in how it beautifully blends engineering excellence with unabashed creativity," Bec said.

"With an impressive vehicle range coming in 2026, including the return of the beloved Prelude, there is no limit to where we can go.”

Earlier in November, Howatson+Company launched a 'Lawn and Garden' campaign for Honda's power equipment division, on which the agency led both media and creative, focussing on the brand's "unmatched reliability and engineering excellence".