Porsche Issues RFPs

NEW YORK Several small creative shops, balanced by a handful of larger traditional agencies, have received proposal requests from Porsche North America as the automaker begins a review of creative and media duties on its $25 million account, sources said.

Independents contacted include StrawberryFrog, SS+K, Anomaly, Naked and mcgarrybowen, all in New York, and Minneapolis-based Brew. Also on the list are Interpublic Group’s The Martin Agency in Richmond, Va., and WPP Group’s Berlin Cameron United in New York.

Agencies did not return calls. Porsche declined comment.

It is unclear which agencies will return the RFPs, though Anomaly, SS+K, Naked and Martin are expected to participate.

Porsche originally planned to hire an agency by mid-summer, but scheduling conflicts with client executives in Germany has changed that timetable, said sources.

As a result, agencies will get more time to submit their RFPs and reels.

Based on responses, Porsche will select six semifinalists for visits; that cut will come in about a month, per sources.

The Atlanta-based company’s account is currently handled by IPG’s Carmichael Lynch in Minneapolis, while media buying is done by independent shop Kastner & Partners in Los Angeles. Carmichael Lynch will defend.

In March, Porsche picked consultants Ann Billock and Russel Wohlwerth to guide the review. Both declined comment.

Adweek.com reported that the review was spurred by the recent promotion of David Pryor to svp of marketing and the company’s planned launch of a four-door sedan in 2009. At the time the client noted the review was “process driven, and not a reflection of any dissatisfaction with CL’s work.”