Meet the Client: Ian Armstrong, Honda

What are the big media issues?

A number of reviews and proposals will gain momentum this year, such as Ofcom's review of Distribution of Airtime, CO2 and mpg stipulations for the automotive industry. We need to operate responsibly towards the consumer without creating an overly rigid framework in which to operate. Honda will work with Isba and the Society of Motor Manufacturers and Traders to make its position clear.

What are the main criteria you use when selecting an agency?
Culture, thinking and operational effectiveness.

Do you use a media auditor?
Yes, EMM. Stephen White who runs it is a wily old fox who knows how the industry works. He treads the fine balance between auditor and consultant in a way that helps our thinking.

What role does procurement play?
We don't have a procurement person at Honda, we have a strong 'control' system in place to make sure we can demonstrate value and rigour to our buying and support a strong corporate governance approach.

Medium you can't live without?
Professionally, TV, which continues to be one of the best ways to tell stories about Honda to lots of people in a very short timescale. As much as we see growth and development elsewhere, you can't dispel this medium just yet, but it should be used as part of an integrated suite of distribution channels. Personally, the internet. I ride one of our bikes, so I am a bit of a fan of the Motorcycles news site. The MSN homepage is a great way to navigate round global affairs without being too worthy, I use it as default.

Best thing about working in media?
Sitting at home and being able to say: "I was part of that."

An interview with Ian Armstrong discussing the client/agency relationship and the evolving media model is now showing on Media Week TV.