Horizon Picks Up More Honda Dealer Work

Adds 8 in Phoenix to 49 in Southern California

Horizon has won media planning and buying for a Honda dealer association covering eight dealers in and around Phoenix, Arizona.

The independent agency picked up the Valley Honda Dealer Association account following a review that began in February and ended in April. The dealer group spent $3.5 million across media in 2012, according to Kantar.

Other contenders and the incumbent in the review could not be immediately determined.

Horizon already handled media planning and buying for the Southern California Honda Dealers Association, which covers 49 dealers in and around Los Angeles. The agency has worked on that business since 2006. The Valley Honda work will be handled out of Horizon's L.A. office.

Honda's brand-level media planning and buying is handled by Publicis Groupe's Mediavest, which won the business in March following a review that also included Horizon. MediaVest also handles media planning and buying for TriHonda Dealer Group, which includes dealers in New York, New Jersey and Connecticut. MediaVest won that business in December 2012.

Creative work for Valley Honda Dealer Association will be handled by Santa Monica-based Secret Weapon Marketing, which also handles creative for SoCal Honda dealers. 

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.