CMW and Starcom repitch for Porsche advertising and media business

Porsche is reviewing its advertising and media planning and buying accounts for its dealership business.

It is believed the review is being overseen by Porsche brand communications and strategy manager Wayne Darley.

Darley denies a review is taking place, but Marketing Week understands incumbents Clark McKay & Walpole (CMW) and Starcom are repitching for the business.

CMW won the entire marketing communications business for Porsche in 2001, ending the German luxury car marque’s relationship with Leagas Delaney (MW April 5, 2001). The appointment was made by Darley, who joined from Hyundai earlier that year. Darley reports to head of marketing Geoff Turral. Starcom won the media planning and buying business from incumbent Radar Media last year.

Porsche eschews the automotive trend of spending millions on brand advertising. It spent just &£400,000 last year advertising its Boxster model, although when CMW won the business the account was thought to be worth &£5m.

In contrast, its rivals in the premium car sector – Audi, BMW and Mercedes – spent &£16.4m, &£26.4m and &£13m respectively on advertising last year.

Porsche also works with Putney-based Blueprint, which it calls its dealership marketing agency. It is not clear whether the agency will be affected by the review.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here