Porsche Puts Its Agency Review On Hold

Porsche Cars North America has postponed the review for its estimated $10 million ad account and said it could be several months before it moves forward with the process.
“We don’t have an urgent need to pursue much advertising right now,” said Porsche representative Robert Carlson. “There’s a year-long wait list for our 1998 Porsche Boxster, and we’re sold out [on our other models] until our September allocation.”
Frederick J. Schwab, president and chief executive officer of Porsche, had said earlier this year that a review would commence after March 1, once the company had moved its headquarters from Reno, Nev., to Atlanta [Adweek, Feb. 16]. Another reason for suspending the review, Carlson said, is that the Atlanta office is still seeking 65 new hires to replace employees who did not move from Reno.
The pending review has piqued the interest of many of the country’s top creative shops. Wieden & Kennedy’s New York office took out a full-page trade ad to pitch the business about a month ago.
Five-year incumbent Goodby, Silverstein & Partners, San Francisco, which resigned the business in January, has been temporarily retained by the company to “do some creative work and handle media placement,” said Carlson.
Goodby is currently finishing up a print and broadcast campaign for the new 911 Carerra model [Adweek, Jan. 19]. Goodby executives could not be reached for comment about the agency’s newly extended relationship with the client.
Carlson declined to comment on contractual details of the arrangement with Goodby, but added that Porsche will “likely” hire a consultant when it does conduct an agency review. The process could also involve Porsche vice president of marketing Joel Ewanick and vice president of marketing and sales Richard Ford, in conjunction with Porsche’s executive team from Germany, he said.