DIRECT: Porsche GB reviews DM to accelerate branding

Porsche is hunting for an agency to handle the majority of its UK direct marketing, in a bid to accelerate its brand-building and relationship marketing activity below-the-line.

Porsche is hunting for an agency to handle the majority of its UK direct marketing, in a bid to accelerate its brand-building and relationship marketing activity below-the-line.

The German luxury car marque has shortlisted a number of agencies to pitch for the business, and is expected to reach a decision shortly.

Porsche GB is understood to be keen to develop closer relationships with its customers, and wants an agency to explore customer relationship management opportunities through its data resources.

A Porsche spokeswoman refused to name the agencies involved in the pitch.

However, she said it was part of the wider review called by marketing communications manager Julia Fothergill, who announced last year that she was intending to review the company's advertising arrangements, including its relationship with Leagas Delaney.

Porsche's direct marketing is currently undertaken on a project basis, with some work handled by DraftWorldwide and some by Basten Greenhill Andrews. Interfocus was also appointed in 1999 to act as a consultant for the Porsche brand (Marketing, June 3 1999).

Porsche, whose headquarters are in Stuttgart, has not undertaken any sustained brand advertising in the UK for about six years, though its ad business is believed to be worth around pounds 1m.





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