Porsche, Goodby Split

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 their five-year relationship, according to one source.
Porsche is expected to wait several weeks before initiating a review for its $10-15 million account, sources said.
San Francisco-based Goodby will continue working for 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. Client and agency officials were not available at press time.
The split was not surprising since, sources said, disagreements had surfaced recently over the creative direction of recent ads [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.”
Goodby’s work for Porsche featured the longtime tagline, “There is no substitute.” Porsche’s prior agencies included Fallon McElligott, Minneapolis, and Chiat/Day, Venice, Calif. The car maker is considered a plum account despite its relatively small size.
Agencies 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 and Kirshenbaum Bond & Partners, both in New York, and Carmichael Lynch 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 considering building a sport utility vehicle, sources said. –with Michael McCarthy