Accounts in Review: Porsche

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Porsche
Budget: $15 million
Decision date: February
Incumbent: Goodby, Silverstein & Partners, San Francisco
Market situation
Porsche wants to extend its sexy nameplate into a new-and some would say unlikely-sector with the launch of a sport utility vehicle in 2002. The motivation is natural: SUVs represent the industry’s most lucrative sector, with profit margins of up to $15,000 per vehicle.

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