Cramer-Krasselt Wins Porsche's $40 Million Account

Carmaker Cites Indie Shop's 'Fresh Approach'

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DETROIT ( Porsche Cars North America today tapped Cramer-Krasselt, Chicago, for its estimated $40 million U.S. creative and media-buying account after a six-month review.
Porsche, which saw sales slip for the first eight months of the year, hopes its new agency can reach the automaker's ad-adverse consumer.
Porsche, which saw sales slip for the first eight months of the year, hopes its new agency can reach the automaker's ad-adverse consumer.

"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," said David Pryor, VP-marketing at the niche carmaker. He cited the agency's "fresh approach" to targeting the affluent, advertising-averse consumer that is Porsche's primary customer.

On the rise
Independent Cramer-Krasselt is on the rise. The agency tends to have a lot of accounts in the range of $20 million to $50 million. Its biggest clients are Corona Beer, Hyatt Hotels, Master Lock, Rozerem, Key Bank, AirTran and Takeda, but it's probably best known for its chimp ads for CareerBuilder, a former client. Last week, the agency won creative duties for Bissell Homecare.

The agency bested three other finalists, including Carmichael Lynch, Minneapolis, the creative incumbent that won the account in 1999; Martin Agency, Richmond, Va.; and SS&K, New York. Cramer-Krasselt was a finalist in Kia Motors America's 2005 review.

Mr. Pryor said Porsche has been pleased with Carmichael Lynch's work, which helped the carmaker post record sales growth in recent years. He said Porsche handed the incumbent an undisclosed, significant project at the start of the review in March that will extend through the first quarter of next year under the agency's oversight.

The four finalists had been pared from an original list of up to 20 shops. Ark Advisors was the review consultant. Kastner & Partners, Los Angeles, the media incumbent, did not participate.

Year-to-date sales
Yesterday Porsche reported its August U.S. new-vehicle sales jumped 6% to 2,548 units vs. August 2006, but year-to-date sales slipped to 23,633 from 24,300 comapred with the first eight months of 2006. Porsche's new-generation Cayenne SUV posted sales of 830 units in August, 21% higher than last August. Year-to-date sales of the SUV tallied 7,919, or 8% over the first eight month of 2006.

Porsche, which typically evaluates every supplier every two to five years, had not done an agency review in more than seven years. Mr. Pryor said it was in Porsche's best interest to study any changes in the market place since its last review and to improve the synergy between creative and media and to allow for enough time to gear up for the launch of its new Panamera model.

Mr. Pryor, who joined Porsche in 1998, rose to his current post in January; as a manager he oversaw product planning and marketing research, and was a core member of the Panamera car-development team. The premium four-seat, four-door sports coupe is due in 2009.

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Contributing: Jeremy Mullman
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