The Publicis Groupe agency pitched against four of the brand's creative agencies for the new line of business.
DigitasLBi has been tasked with developing a "fully integrated suite of engaging and informative content for the Honda car brands". This will include customers being able to experience a vehicle before they’ve sat in it.
In 2014, Honda chose Lost Boys and Starcom, then known as Starcom Mediavest Group, to work on social media across Europe. DigitasLBi has been working with Honda since 2012 on digital platform work.
Dentsu Aegis Network handles the £50m European media planning and buying business.
Jemma Jones, department manager of marketing communications for Honda Motor Europe, added: "During the pitch, DigitasLBi used data to get under the skin of our potential customers and find out what really counts when they’re buying a new car.
"Their understanding of our audience, combined with a cross-channel approach and expertise in creativity, technology and media, make them the ideal partner to help us develop an industry-leading content programme."
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