Porsche Puts U.S. Creative Business Into Review

Cramer-Krasselt Expected to Defend Automaker's Account

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Porsche has put its U.S. creative account into review, Ad Age has learned.

Porsche
Porsche

The creative business is currently at Chicago independent Cramer-Krasselt, and it's believed that the agency will defend the account. Media services, handled by Omnicom's PHD, are believed to be unaffected by the review, which is being conducted by Culver City, Calif.-based External View Consultants.

Porsche, owned by Volkswagen, did not respond to a request for comment. Cramer-Krasselt referred calls to External View, which declined to comment.

The potential loss of Porsche could be a blow to Cramer-Krasselt, but the agency did pick up the lead creative account for Panera earlier this year.

The Porsche auto business was bought by Volkswagen in August. Executives familiar with the company said that this year several reviews have been conducted overseas for Porsche accounts in various markets at the behest of Volkswagen's procurement department. Cramer-Krasselt won the U.S. business in 2007, besting the incumbent, Minneapolis-based Carmichael Lynch, which had the account since 1999.

Volkswagen spent about $18.9 million on U.S. measured media on Porsche. Among all Volkswagen's brands, including Audi and Bentley, the company spent about $510 million on U.S. measured media in 2011.

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