Porsche begins US creative agency review

Porsche has put its U.S. creative account into review. Cramer-Krasselt, which has handled the Volkswagen Group-owned automaker’s stateside business since 2007, will once again defend. Chicago-based Cramer-Krasselt retained Porsche’s U.S. business in both 2013 and 2020. A person close to the situation in 2020 told Ad Age that Porsche puts its U.S. creative account up for review “every five years, as part of contractual procurement procedures.” Peter Krivkovich, chairman and CEO of Cramer-Krasselt, confirmed the review. A Porsche spokesperson declined to comment. Roth Ryan Hayes is said to be supporting the process, which is in the early stages, but the consultancy couldn’t be reached for comment by press time. Agency Review Tracker Stay up to date with the latest account reviews Click here The review comes after the German sports car maker reported record retail sales in the U.S. during 2024, up 1% from the previous record set in 2023. In March, Porsche CEO Oliver Blume called the U.S. the “backbone” of the company’s momentum. (Porsche’s global vehicle sales slid 3% in 2024, with China hit especially hard due in part to intensifying competition from local manufacturers, such as BYD.) U.S. sales for the all-new Porsche Macan Electric are off to a brisk start since deliveries began in September. In a recent ad, Cramer-Krasselt showed the EV racing a skier down a snow-covered mountain. Porsche had U.S. measured media spending of $16 million in the first nine months of 2024 and $25 million for full year 2023, according to data from MediaRadar. There may be broader changes on the way for Porsche. Volkswagen Group is considering building cars from its Audi and Porsche brands in the U.S. if President Donald Trump imposes high tariffs on its car exports from Europe and Mexico, according to Automotive News Europe, citing German paper Handelsblatt. Audi and Porsche are seen as particularly exposed to any new stateside trade barriers because, unlike the core VW brand, they currently do not produce in the U.S.

Porsche begins US creative agency review

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