Rubin Postaer & Associates, generally known as RPA, is California's biggest privately owned agency, still fiercely independent despite the widespread consolidation within the industry. Larry Postaer and Gerry Rubin say they want to keep it that way, and so does their client Honda, their biggest account by far, and a loyal supporter since the agency launched in 1986. Until 2012 that is. At the end of the year, Honda called a review of the account, presenting RPA with a major challenge to its future. There was a huge sigh of relief no doubt when RPA was reappointed to most - though not all - of the business in early 2013.
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Adbrands Weekly Update 9th February 2017: Ads Of The Week: "Yearbooks". Yes, we know Super Bowl is yesterday's papers, but it's been a bit of a quiet week for new spots... No doubt President Trump told his friends (does he have any?) that the victory of his beloved Patriots was his own personal WIN, but there were a few other triumphs among those advertisers who hadn't already released their spots to the public. One of the best was this charming spot for Honda from RPA. Only Steve Carell was sneak-peeked in advance of the game, but the stellar line-up of other talents is pretty darn impressive. And so is the technical skill used to animate those old yearbook portraits.
Adbrands Weekly Update 12th Jan 2017: There was proof once again that, in the media buying business, today's joy can quickly turn into tomorrow's misery. Publicis Media's end-of-2016 gains of Fiat Chrysler and a greater share of global Mars were all but obliterated by two beginning-of-2017 losses. American Honda reversed a decision made three years ago to move media for the Honda and Acura brands from indie RPA to what is now MediaVest Spark. That $600m account will now move back to RPA. Meanwhile Starcom will surrender media for Coca-Cola Company in China to a newly created unit of Dentsu Aegis Network, to be baptised Dentsu Coca-Cola Community.
Adbrands Weekly Update 19th May 2016: Ads Of The Week: "Square". Very clever effects in RPA's latest for Honda in the US, so casually deployed and so seamless and that you'd almost believe they were real. It's an ad that adds new meaning to the taunt "Don't be so square".
Adbrands Weekly Update 7th Jan 2016: Ads of the Week: "The Dreamer". There's something in the water at American Honda and their longtime agency RPA, which delivers this visually stunning spot for the redesigned Civic. It's a delightfully extreme CGI blow-out, as Honda's design engineer lets rip with the full force of his imagination. With apologies to When Harry Met Sally, we'll have what he's having.
Adbrands Weekly Update 24th Sep 2015: Ads of the Week: "Paper". Honda ads are always creatively impressive, but this two-minute US spot from RPA and extraordinary animator PES knocks the ball out of the park. It's a full summary of the complete Honda product range, hand-animated in different styles across a vast number of separate drawings. The whole thing took four months to create. Incredible.
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