Porsche Winner Won’t Solo

Piecework At Austin, Maybe More For Westwayne
LOS ANGELES–The winner of the review for Porsche Cars North America’s estimated $15 million account could find itself on a crowded road.
Five agencies are vying for Porsche’s creative-only account, but the firm will likely continue to use other shops for projects “no matter what,” said Joel Ewanick, general manager of marketing. One of the project shops is Austin Kelley Advertising in Atlanta.
“[Porsche] heard about us from some people,” said Austin Kelley president Jeff Nixon. “They asked to see us.”
Nixon said the agency has been doing collateral and support work for the client, as well as small creative projects.
The five finalists for the main account are: WestWayne, Atlanta; Leagas Delaney, San Francisco; Kowloon Wholesale Seafood Co., Santa Monica, Calif.; Carmichael Lynch, Minneapolis; and The Richards Group, Dallas.
Final pitches, in which the shops will be asked to position the launch of Porsche’s first sport utility vehicle in 2002, are set for Feb. 8-9. The winner will be one of two or three shops whose work will be used worldwide.
The Atlanta-based automaker will continue to call on Kowloon, Ground Zero in Santa Monica, Calif., and Austin Kelley for occasional assignments, Ewanick said. Kowloon recently completed a creative and strategic project launching the new Turbo model.
“It’s been great to have the Turbo assignment, and we hope to broaden our work with Porsche,” said Kowloon president Dick Sittig. Richards and Ground Zero both competed in the last Porsche review, in 1993, won by Goodby, Silverstein & Partners of San Francisco.
The winner will also work with buying agency Creative Media in New York and media consultant Cheryl Kroyer of Phoenix.
Ewanick said finalists will “tell us how [the SUV] fits within our overall brand.” Shops will make strategic rather than spec creative presentations, although a short video “mood piece” will be allowed. Seven to 10 executives from Atlanta and Porsche AG in Stuttgart, Germany, will select a winner.