Reading the interview with Honda CMO, Mike Accavitti, in today’s AdAge, leads me to the conclusion that the guy is a douchenozzle. First clue: He hopes the agency reorg will boost brand equity. Yeah, brand equity, the most meaningless phrase in the BDA quiver, ‘cos unlike sales, you can’t fucking measure it. Clue #2: The review process, started with 13 agencies whittled down to a half dozen who obviously spent shitloads of money for a one in 5 or 6 chance of winning the business. Proof that clients are selfish wankers, and agencies are really fucking dumb. Clue #3: He never stops fucking talking about digital, ‘cos obviously someone has told him digital is “hot.” Clue #4: Anyone who says “awesome” twice in the same sentence is an ignorant fucktard. The guy is madly in love with Mullen, and not too thrilled with RPA. He is destined to become the client from hell. This will be fun to watch.
Brand equity... Awesome... Fucking awesome!