Agencies line up for Porsche media task

LONDON - Porsche, the German luxury car company, is reviewing its estimated £50 million inter­national media planning and buying account.

Porsche... reviewing media
Porsche... reviewing media

The company, which currently uses media agencies on a local basis, has indicated that it intends to appoint a network to handle its media business in its key markets of the US, the UK, Germany, Italy and China.

Starcom MediaVest Group currently handles Porsche's £4 million UK media account, while in the US the $25 million business was consolidated in 2007 to sit alongside the creative account in the full-service agency Cramer-Krasselt.

Agency sources said that the pitch process is being handled out of Germany and will involve chemistry meetings with networks later this month. Shortlisted agencies will then present buying and strategic credentials.

The pitch comes ahead of Porsche's planned integration of its business with Volkswagen in 2011. The companies agreed to merge late last year.