LONDON — Mischief has been appointed as the retained lifestyle PR agency for Honda UK after a three-way competitive pitch.

The brief covers brand building and automotive product PR, across the communications mix from strategic planning to creative execution.

It is the first time in almost a decade that Honda UK has worked with a lifestyle PR agency – it appointed Warwick-based transport specialist agency Prova PR in 2016 to support its network of dealerships.

The Mischief team will report to automotive PR section manager, Simon Branney. He said: “For the last decade we’ve focused on the automotive press but now is the right time for the Honda brand to go far and wide and Mischief are the agency to help us do just that. We were particularly impressed by their creativity and strategic thinking in the pitch process and look forward to working with them.”

Mischief creative Jack Hutchinson added: “We are incredibly excited to have the opportunity to work on such an iconic brand. Not only is Honda known for its superb engineering across the globe but the unique personality and sense of fun within the Honda UK team makes them a perfect partner for Mischief, and we can’t wait to get started.”