One of the longest running agency-automotive relationships is breaking up -- but only partially. American Honda Motor has split up creative for Honda and Acura, retaining longtime shop RPA for Honda and handing Acura to former BMW agency Mullen. Starcom MediaVest will handle the media buying and planning, replacing RPA, and Muse Communications and La Agencia de Orci defended their respective minority ad accounts. "We are creating a new and highly collaborative path forward that will yield outstanding creative and enable us to focus more of our marketing investment in communicating with our customers," says Honda's Michael Accavitti.

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