Review Expected in Spring
SAN FRANCISCO--Porsche Cars North America and Goodby, Silverstein & Partners have decided to part ways after failing to iron out their differences, sources said.
The German car maker and its agency "are mutually parting company" after a five-year relationship, according to a source.
San Francisco-based Goodby will continue working with the client for two to three months to complete a spring print and broadcast campaign for the new 911 Carrera model. During that time, Porsche is moving its U.S. corporate headquarters to Atlanta from Reno, Nev., said a Porsche representative. The move to Atlanta was not believed to be a factor in the breakup. Agency officials were not available at press time.
The split was not surprising since, sources said, disagreements over the creative direction of recent ads had surfaced [Adweek, Jan. 12]. However, Richard Ford, Porsche's vice president of marketing and sales, said in a statement, "The decision to end the relationship was due to differences over account operations, not creativity."
Porsche plans to initiate a review for its $10-15 million account in the spring, company officials said.
Porsche has been one of Goodby's signature clients and despite its relatively small size, it is considered a plumb account.
Contenders that pitched the account five years ago include Citron Haligman Bedecarrƒ in San Francisco and Ground Zero in Santa Monica, Calif. Other shops with strong creative reputations and no conflicts include: Wieden & Kennedy; Kirshenbaum Bond & Partners and Angotti, Thomas, Hedge in New York; and Carmichael Lynch and Martin/Williams, both in Minneapolis.
Porsche's sales have been strong in the last two years, with waiting lists for the 911 and Boxster, sources said. The company is also considering building a sports utility vehicle, sources said. --with Michael McCarthy