CHICAGO Porsche North America today selected Cramer-Krasselt in Chicago to handle creative and media duties on its estimated $40 million ad account, the client confirmed.
The other finalists were Interpublic Group's Carmichael Lynch, the incumbent in Minneapolis, its sister shop The Martin Agency in Richmond, Va., and SS&K here. Consultancy Ark Advisors managed the review process.
"Our decision to go with Cramer-Krasselt was based on seeking new and innovative approaches to marketing our unique products to a difficult-to-reach audience," said David Pryor, client svp, marketing, in a statement. "Their team very quickly showed a tremendous passion and understanding of our business and developed a compelling, evolutionary expression of our brand."
Carmichael will continue to work on a "significant project" for the company through the first quarter of next year, Pryor said.
The account was initially valued at $25 million, but, per sources, the carmaker plans to increase ad spending in the coming year.
The review was spurred by the recent promotion of Pryor and the company's planned launch of a four-door sedan in 2009.
C-K, an independent, added the $35 million ad account of vacuum cleaner manufacturer Bissell one week ago. The business will be handled in C-K's outpost in Milwaukee.
The Porsche and Bissell wins make up for C-K's loss of online job service firm CareerBuilder.com, which spends $60 million annually on ads and split with the shop as the year began.