Porsche, after a six-month review of advertising agencies, has opted to keep its creative advertising account for the United States parked at Cramer-Krasselt, the incumbent agency that has held the account since 2007.
The search was launched nearly six months ago, and was narrowed down to five agencies, Ad Age reported. They candidates were independent agencies Droga5 and Olson, MDC Partners' CP&B; Cheil-owned McKinney; and Cramer-Krasselt.
According to people close to the selection process, cost was a factor in Porsche's selection, Ad Age said. Porsche marketing officials said the selection came down to the agency with the most knowledge of the brand that presented quality work.
"We had an extremely strong field of agencies that illustrated outstanding thinking and passion for our brand throughout the search process," said Andre Oosthuizen, vice president of marketing for Porsche Cars North America, Inc. "The decision to extend our partnership with Cramer-Krasselt was based on the agency's committed senior leadership, unique understanding of our brand and their innovative work. They have been a valuable, collaborative partner and we look forward to continuing to work with the team at Cramer-Krasselt."
Porsche said Cramer-Krasselt will continue to handle national advertising across all channels and Porsche dealer marketing content development in the United States. Omnicom Media Group's Chicago office is the media AOR for Porsche in the United States.
Porsche's U.S. ad outlay is relatively small compared to many automakers.
The brand spent about $23 million on advertising in 2012, according to Kantar Media.
Porsche's U.S. sales have advanced 29 percent this year through April after climbing 21 percent to 35,043 cars in 2012.
It's unclear whether Porsche will keep its classic tagline -- "Porsche. There is no substitute."
Volkswagen Group gained full control of Porsche in July.
When the U.S. review of Porsche's ad agency was launched in December, people familiar with the automaker with the company said several reviews have been conducted overseas for Porsche accounts in various markets at the request of Volkswagen's purchasing department.
Cramer-Krasselt won Porsche's U.S. ad business in 2007, topping the incumbent, Minneapolis-based Carmichael Lynch, which had the account since 1999.