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.


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