Cramer-Krasselt will continue to handle the creative account of Porsche in the US

Article by Anita Panait, on May 21, 2013

Cramer-Krasselt will continue to handle the creative account of Porsche in the United States. The German carmaker has decided to let Cramer-Krasselt handle its creative account following a six-month agency review. Cramer-Krasselt and four other agencies -- Droga5, Olson, CP&B and McKinney – were considered the finalists for winning Porsche’s creative account.

The carmaker eventually decided to rehire the services of Cramer-Krasselt, which has been handling its creative account since 2007. Regaining Porsche’s account means a lot to Cramer-Krasselt, as the agency has been quiet on getting new creative accounts.

Cramer-Krasselt was selected to handle the Panera account and is lead agency for Corona Extra and Heinz. The review process for selecting Porsche’s creative agency was managed by External View. People close to the pitch told Advertising Age that marketing officers were involved in the selection process, implying that cost was a factor for Porsche.

Porsche's marketing department, however, said that the main consideration in the selection process was the knowledge of the brand and quality of work. Andre Oosthuizen, vice president of marketing for Porsche Cars North America, Inc., told Advertising Age that a “strong field of agencies” vying for the account illustrated “outstanding thinking and passion” for the brand throughout the search process.

He said that the decision to rehire Cramer-Krasselt was based on the agency's committed senior leadership, unique understanding of the Porsche brand and their “innovative work.” As a result, Cramer-Krasselt will continue to handle national advertising across all channels and Porsche Dealer Marketing content development in the US. Omnicom Media Group's Chicago office is the media AOR for Porsche in the country.

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