Kowloon Drops Porsche

Kowloon Wholesale Seafood Co., one of the finalists in Porsche Cars of North America’s recently concluded review, is no longer working with the automaker on a project basis, the agency confirmed last week.
“We’ve decided not to do any more work with them. It’s over,” said Dick Sittig, president of the Santa Monica, Calif., agency.
The agency had been working for several months on a strategic and creative assignment for next year’s launch of the Turbo 911–a project Sittig believed was separate and unrelated to the main account. But following the review, won by Carmichael Lynch in Minneapolis, Porsche told Kowloon it would have to compete with Carmichael for the assignment, Sittig said.
“We’d already gone through the international competition,” Sittig said. “We shouldn’t have to do it again.”
“We wanted to see [Kowloon’s] ideas, but we wanted to see what [Carmichael] could do,” said Richard Ford, chief operating officer of Porsche Cars North America.
Such an approach is not new at Porsche, he said, adding that when Goodby, Silverstein & Partners, San Francisco, handled the main account, the client would still solicit other ideas from its various agencies both here and abroad.
Ford and manager of marketing communication Kevin Nicholls plan to determine which agency will handle creative for the Turbo 911 launch by the summer.
Asked whether Kowloon would work for Porsche again if asked, Sittig said, “We’ll cross that bridge if we ever get to it.” As far as Porsche is concerned, Kowloon is still on board.
The Turbo 911 will roll out next year, although an exact launch date is undisclosed.
Carmichael won the creative portion of Porsche’s $15 million account last month [Adweek, Feb. 15].
–with Aaron Baar