Honda Australia has shifted gear on its advertising services by creating an agency village model to elevate the brand’s marketing, communications and digital experience ahead of one of the most significant product years in the company’s local history.
Previously, Howatson+Company handled creative and media across its portfolio of product lines, which includes cars, marine, motorcycles and power equipment, but the Japanese multinational has overhauled its approach to marketing services.
Zenith Media Australia returns to lead media and Special Australia to lead on creative, as previously reported by B&T, while Burson will provide PR and corporate communications expertise as part of an integrated agency village.
Howatson+Company will continue to focus on marine, motorcycles and power equipment.
Honda Australia’s refreshed structure follows a comprehensive review of the brand’s marketing needs ahead of a busy 2026 in which the brand will expand its hybrid offering in the CR-V and Honda ZR-V product ranges, introduce the all-new Prelude, and celebrate the arrival Honda’s first battery electric vehicle, defining an exciting future in the Australian market
“Australia is one of the most competitive automotive markets in the world and standing out is a challenge,” Honda Australia GM of brand, marketing and customer experience, Eva Barrett, said,
“Employing the experience and skills of our newly formed agency village gives us the best creative minds, the best media strategy and the best storytellers, all working in unison to help differentiate us from the pack, reignite the Honda brand, drive fame, and reach our consumers.”
Special Australia partner Bec Stambanis said: “The whole team at Special Australia are thrilled to partner with Honda Australia and lean into the brand’s unique heritage and innovative spirit to bring the Power of Dreams back to Australia.
“We have long admired the philosophy of Honda in how it beautifully blends engineering excellence with unabashed creativity. And with an impressive vehicle range coming in 2026, including the return of the beloved Prelude, there is no limit to where we can go.”
