Honda appoints EssenceMediacom for Europe media

Honda Motor Europe has appointed WPP Media’s EssenceMediacom as its lead media agency across Europe following a competitive review managed by MediaSense.

The partnership covers Honda’s automobile, motorcycle, marine, power products and corporate communications divisions across 16 European markets, alongside pan-European activity.

EssenceMediacom to lead integrated media operations

A dedicated EssenceMediacom team will oversee media strategy, planning and activation across the region as Honda continues to develop its communications approach in Europe.

The agency will use WPP Open, WPP’s AI-driven marketing platform, to support audience planning, media activation and reporting across Honda’s campaigns. The platform is designed to connect brand-building, product communications and conversion activity within a single system.

WPP said the model will help Honda improve the use of audience data and measurement while strengthening collaboration between central and local market teams.

Honda focuses on integrated communications strategy

Honda Motor Europe said the appointment supports its wider efforts to align brand, product and customer engagement activity across its European operations.

The new operating structure combines central strategic leadership with local market activation to support both regional consistency and market flexibility across Honda’s portfolio.

Olivia Dunn, Head of Automotive Communications, Honda Motor Europe: “As the European automotive landscape continues to evolve, our focus is on continuing to build a communications model that is increasingly relevant, integrated and future focused. We are proud to appoint WPP as the partner who will support Honda in our next phase of growth, helping us bring our brand and outstanding products to customers across Europe in the most impactful and engaging way possible.”

Andrew Saxon, Head of Motorcycle Communications, Honda Motor Europe: “As the number one motorcycle brand in Europe, Honda has both the opportunity and responsibility to lead how we engage riders across the region. We are focused on building deeper, more meaningful connections with both existing and future customers through integrated, rider-first communications. WPP are the right partner to elevate how we bring our brand and products to life with clarity, consistency and impact across Europe.”

www.wppmedia.com

www.honda.co.uk

Caroline Foster Kenny, Global Client President at EssenceMediacom: “Honda is one of the world’s most iconic brands, with a remarkable heritage of innovation and a uniquely broad portfolio across Europe. We are proud to be partnering with the team at Honda Motor Europe at such an important moment in their marketing evolution and we look forward to helping them leverage the power of integrated media to drive growth across the region.”

The partnership will begin in August 2026.

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