The Winner Will Not Drive Porsche Solo

The winner of the review for the creative portion of Porsche Cars North America’s estimated $15 million account could find itself on a crowded road.
Five shops are currently competing for the account, but the car maker will likely continue to use other shops for creative projects “no matter what,” said Joel Ewanick, general manager of marketing.
The five finalists are: The Richards Group, Dallas; Leagas Delaney, San Francisco; Kowloon Wholesale Seafood Co., Santa Monica, Calif.; Carmichael Lynch, Minneapolis; and WestWayne, Atlanta.
Final presentations, in which the shops will be asked to position the launch of Porsche’s first sport utility vehicle in 2002, are set for Feb. 8-9.
The winning agency will be one of two or three global shops whose work will be used around the world. The Atlanta-based automaker will continue to call on Kowloon, Ground Zero in Santa Monica, Calif., and Austin Kelley Advertising in Atlanta for occasional creative assignments, Ewanick said.
Kowloon recently completed a creative and strategic assignment launching the client’s new Turbo model. The Richards Group and Ground Zero both competed in the last Porsche review, in 1993, won by Goodby, Silverstein & Partners of San Francisco.
The winner will also work with buying agency Creative Media in New York and Phoenix-based media consultant Cheryl Kroyer.
The shops will make strategic rather than speculative creative presentations, although a short video “mood piece” will be permitted. Seven to 10 executives from Atlanta and Porsche AG in Stuttgart, Germany, will select a winner shortly after the final meetings.
With the exception of Carmichael, all of the finalists have executives with ties to Porsche through their current or former shops. Leagas Delaney, London, is already a global roster shop handling Porsche’s ads in the U.K.