Porsche Cars North America named Chicago advertising agency Cramer-Krasselt as its new ad and media-buying firm, awarded its approximately $40 million account, which has never handled a national automotive assignment. Now onwards, Cramer-Krasselt will handle creative and media planning and buying for Atlanta-based Porsche. The firm has been selected for the job after a four-month review of 20 agencies.
The agency, famous for its work with Corona, has grabbed a contract that can be better dubbed as a huge contract. The ad firm will take over Minneapolis-based Carmichael Lynch, which has handled the account since 1999 winning countless awards for its work on the business.
Speaking over the issue, David Prior, Porsche’s vice president of marketing, has said, ‘Our decision to go with Cramer-Krasselt was based on seeking new and innovative approaches to marketing our unique products to a difficult-to-reach audience’.
There is no denying that the agreement has surfaced as a big relief for the second largest ad firm of the US as it has suffered a series of losses of high-profile accounts in recent times.
Porsche’s advertising, at least in the online channel, has been uninspired as far as I can recall.
Here’s some of Carmichael Lynch’s online work from 2006-2007 — it’s not even in the same league as VW, Honda, Toyota (Scion and Yaris) and other leaders:
Posche Cayman (Canada) 300×250
Posche Transsyberian Rally 300×250
Lots more online automotive ads archived here: Online automotive ads
Porsche is the world’s best-known luxury sports car marque, a name that is instantly associated with supreme automotive design. No doubt many are interested with this. For sure they already have Cap and Rotor Kit on their products which gives better performance.
