Porsche Puts Review On Hold; Goodby Retained In Meantime

Porsche Cars North America has postponed its agency review 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].”
Frederick Schwab, president and chief executive officer of Porsche, had said a search would commence after March 1, when the company moved its headquarters from Reno, Nev., to Atlanta [Adweek, Feb. 16]. The Atlanta office, however, is still seeking to replace employees who did not move from Reno, Carlson said.
The estimated $10 million account has piqued the interest of some of the country’s top creative shops, including Wieden & Kennedy, New York, which took out a full-page trade ad to appeal to Porsche about a month ago.
Five-year incumbent Goodby, Silverstein & Partners, San Francisco, which resigned the business in January, has been temporarily retained to “do some creative work and handle media placement,” said Carlson. Goodby is currently finishing a campaign for the new 911 Carerra [Adweek, Jan. 19]. Goodby executives could not be reached for comment.
Carlson added that Porsche will “likely” hire a consultant when it restarts the 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 an executive team from Germany, Carlson said.