Honda has given its automotie division to Special Australia without a review. Howatson+Company, who had been handling creative and media across all of Honda’s product lines since May 2024, retains marine, motorcycles and power equipment, and will launch a new lawn and garden campaign shortly.
“By expanding our creative village, we’re ensuring we have the brightest and most creative minds across the different Honda business units, providing a strong foundation from which we can tell the Honda story and more effectively launch exciting new vehicles such as the new Prelude, CR-V and Honda ZR-V, stated Eva Barrett, Honda general manager of brand, marketing & customer experience.
It’s a strategically important win for Special, a prestige account in one of its few category gaps.
“It is no secret that we have been huge fans of Honda and their Power of Dreams philosophy for decades. The brand is a creative powerhouse, and we are beyond excited to partner with Eva and the team as we carry the torch through this next chapter in Honda’s story and bring their impressive new auto lineup to Australia with love and care,” commented Bec Stambanis, partner & chief strategy officer, Special Melbourne.
Special’s primary task will be to help Honda to regain lost ground in Australia. The company’s first half 2025 Australian sales declined 7.3% to 8,068 units, compared to the same period in 2024, and it currently sits in 19th place in the automotive category here, according to Drive Australia. Special will support the brand’s efforts that include increasing sales volume with by amping up new-model releases.
