B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Honda Australia Appoints Howatson+Co To Lead Creative And Media In New Hybrid Agency Model
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Honda Australia Appoints Howatson+Co To Lead Creative And Media In New Hybrid Agency Model
Advertising

Honda Australia Appoints Howatson+Co To Lead Creative And Media In New Hybrid Agency Model

Arvind Hickman
Published on: 22nd May 2024 at 10:28 AM
Arvind Hickman
Share
2 Min Read
SHARE

Honda Australia has adopted a hybrid in-house and external agency model, appointing Howatson+Company to handle media and creative across its automobile, motorcycles and power equipment businesses.

The full-service indy will work in conjunction with Lution to create a new in-house agency that aims to “optimise efficiency and creativity.

As part of the move, incumbents including Zenith Media, Leo Burnett, Wavemaker and TRP will no longer work with Honda.

B&T understands that Leo Burnett, Zenith – both part of Publicis Groupe – as well as GroupM’s Wavemaker declined to defend their parts of the account.

Leo Burnett and Zenith handled creative and media for its automobile and motorcycles divisions, while Wavemaker and TRP led creative for its power equipment business.

The new agency structure follows the recent hire of Terri Golder as Honda Australia’s head of marketing.

“This is a really exciting time for Honda Australia and our marketing team,” said Belinda Cusworth, general manager customer experience. 

“With our rich brand heritage, the establishment of an in-house agency, coupled with new external partners, positions us to drive greater effectiveness in our marketing efforts. We’re thrilled to welcome Terri Golder to lead our reshaped marketing function.”

Nick Thomas, partner and chief strategy officer at Lution added: “We’re proud to assist Honda in redesigning their operating model and building an In-House Agency from scratch. The IHA, launching within the next month will span across creative, production and media. Recruitment for the initial roles is underway.” 

 Chris Howatson, founder and CEO of Howatson+Company said: “Honda is one of the most valuable brands in the world. The opportunity to work with Belinda and Terri to continue this legacy is a dream for both myself and the entire agency. We’re honoured to become part of the Honda family.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: honda, Howatson + Company
Share
Arvind Hickman
By Arvind Hickman
Follow:
Arvind writes about anything to do with media, advertising and stuff. He is the former media editor of Campaign in London and has worked across several trade titles closer to home. Earlier in his career, Arvind covered business, crime, politics and sport. When he isn’t grilling media types, Arvind is a keen photographer, cook, traveller, podcast tragic and sports fanatic (in particular Liverpool FC). During his heyday as an athlete, Arvind captained the Epping Heights PS Tunnel Ball team and was widely feared on the star jumping circuit.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?