Porsche Goes to Carmichael

Agency Was Unanimous Choice of Client Committee
By Aaron Baar and Jim Osterman
CHICAGO–Carmichael Lynch brought Porsche Cars North America back to
Minneapolis last week with a pitch that focused on selling the Porsche experience.
“We found they had a real identification with
the Porsche brand,” said Richard Ford, chief operating officer of Porsche Cars North America. “We’re selling an experience. They understand that.”
The U.S. division of the German carmaker last Friday awarded Carmichael creative duties on its $15 million account over Kowloon Wholesale Seafood Co., Santa Monica, Calif.; Leagas Delaney, San Francisco; The Richards Group, Dallas; and WestWayne, Atlanta.
Carmichael, whose pitch was led by director of account management John Colasanti, was the only shop with no prior client ties. It was invited due to its much-lauded work for Harley-Davidson, which focuses on cycle fans.
“We knew they liked the Harley work, and even more they liked the Harley-Davidson relationship, which is going on 20 years,” said agency
president and chief creative officer Jack Supple.
Although the review
centered on Porsche’s
introduction of a sport utility vehicle in 2002, Carmichael last week focused on expanding the brand’s base of enthusiasts. The agency also incorporated dealers into its strategy. CL was the unanimous choice of the Porsche selection committee, sources said.
Goodby Silverstein & Partners, San Francisco, resigned last year. Prior to that, the lead shop was Fallon McElligott in Minneapolis.
Porsche will continue with Kowloon and Austin Kelley, Atlanta, on a project basis, client officials said. Creative Media, New York, keeps Porsche’s media. –with staff reports