Porsche has extended its direct marketing review to include its advertising business in a move that could see it put a greater focus on above-the-line activity.
It was reported at the start of the month that the luxury car marque was in talks with a number of DM agencies but it has emerged that the review covers all marketing activity. A shortlist of agencies has been drawn up.
Integrated agency CMW has handled the aboveand below-the-line accounts for six years. Porsche spends about £1m on marketing each year.
Porsche’s brand communications and strategy manager Wayne Darley says: “We have increased our investment in above-the-line over the past year but this review does not necessarily mean we will increase it again.”