ATLANTA—September 5, 2007 – Porsche Cars North America, Inc. (PCNA) announced today that it has awarded Cramer-Krasselt of Chicago the creative and media buying portion of its U.S. account after a four-month review process. Carmichael Lynch had been PCNA’s agency of record since 1999.
“Our decision to go with Cramer-Krasselt was based on seeking new and innovative approaches to marketing our unique products to a difficult-to-reach audience,” said David Pryor, PCNA’s Vice President of Marketing. “Cramer-Krasselt took a fresh approach to targeting these affluent, advertising-averse consumers. Their team very quickly showed a tremendous passion and understanding of our business and developed a compelling, evolutionary expression of our brand.”
Pryor continued by saying, “We have been pleased with the work that Carmichael Lynch has done to help us achieve record sales growth during the past several years; they clearly understood the core values of the brand and excelled at speaking to our passionate owner group. At the beginning of the review process Carmichael Lynch was awarded a significant project that will extend through the first quarter of next year, and this will continue under Carmichael’s responsibility.”
Pryor said four finalists had been identified to make a final presentation earlier this month. Those finalists, in addition to Cramer-Krasselt, included SS+K of New York and Martin Agency of Richmond. The incumbent, Carmichael Lynch, participated in the original request for review. Cramer-Krasselt will handle both the creative and media planning and buying for PCNA.
Porsche Cars North America, Inc. (PCNA), based in Atlanta, Ga., and its subsidiary, Porsche Cars Canada, Ltd., are the exclusive importers of Porsche sports cars and Cayenne sport utility vehicles for the United States and Canada. A wholly owned, indirect subsidiary of Dr. Ing. h.c. F. Porsche AG, PCNA employs approximately 250 people who provide Porsche vehicles, parts, service, marketing and training for its 213 U.S. and Canadian dealers. They, in turn, provide Porsche owners with best-in-class service. -