Porsche to Twin Cities

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 Atlanta company 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 was the only agency in the pitch with no prior connection to the client. The agency was invited on the basis of its work for longtime client Harley-Davidson.
“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 Jack Supple.
Although the account review revolved around Porsche’s introduction of a sports utility vehicle in 2002, Carmichael focused on expanding the brand’s base of enthusiasts. The agency also incorporated dealers into its strategy. Sources said Carmichael was the unanimous choice of the Porsche selection committee.
Goodby Silverstein & Partners in San Francisco resigned Porsche last year. Prior to that, the lead shop was Fallon McElligott in Minneapolis.
Porsche will continue to work with Kowloon and Austin Kelley, Atlanta, on a project basis, client officials said. Creative Media, New York, handles Porsche’s media.
–with staff reports