There’s a big chunk of coverage in today’s Marketing magazine about Honda, occasioned by the imminent departure of Simon Thompson, their former marketing director, who is joining Motorola. Much of the coverage relates to the work that Wieden + Kennedy has done for Honda and the results we’ve achieved. Editor Craig Smith says,

"Impossible Dream – ‘Superb. I nearly stood up and cheered when the hot air balloon rose out of the canyon.’ (Pause for response.) ‘Yes. Overly long, overly expensive, self indulgent b*****ks.’ On consideration, both views are correct, and not necessarily opposed."

I’m not sure how this can be the case. But anyway, he goes on:

"There are plenty of examples in other sectors where expensive, creative, award-winning advertising has registered nary a blip on the product’s sales chart. Creative advertising does not equal commercial success. Except that in this case it does."

I have to point out here that our work isn’t trying to be ‘creative’ for the sake of it. We’re trying to create communications that tell the truth about Honda as a company and a brand, and by doing so to achieve business results for our Honda client. With some success, as a feature article in the same magazine points out:

"Honda’s inconoclastic ads have broken the mould of bland homogeneity that has long afflicted the motor industry’s marketing. The marque’s rising market share should sound a salutary warning to bigger rivals…Market share has risen from less than 3% in 2001 to more than 4% and in 2005 Honda continued to grow its share in a market where sales were down by 5%. Over the past four years awareness of the brand in the UK has risen from 12% to 28%; of those, the number who would consider buying the brand has risen from 28% to 33%. Additionally, Honda has risen from eighth to third place in JD Power’s customer satisfaction rankings and its dealers were ranked top for customer service last eyar by Auto Express. Repeat purchase has risen from 30% to 50% and the average age of buyers has fallen from 56 to 49, in line with the market. These results have allowed Honda to raise its prices. The average price of a new Civic is £16,000, compared with £10,000 five years ago, in a market where the average price of a car has fallen by about 8%. All this with a budget that, at £18-£20 million, is less than half of Toyota and VW."

So, you heard it from them not us. The campaign is delivering for Honda. Big time.