The German luxury carmaker has re-hired Accelerate Advertising, an agency set up in 2011 to service Porsche in the 13 markets in APAC in which it operates.
Six agencies were understood to be in contention in a final round of pitching.
Porsche APAC’s marketing director Carl Isenbeck described the review as a “tough pitch” with strong work to choose from. “But in the end the strategy, creative approach, and talented staff of Accelerate Advertising convinced us again. We believe that they are the right partner for further enhancing Porsche’s regional business in Asia Pacific.”
The pitch task was for agencies to come up with direct marketing and customer loyalty ideas to promote the Porsche 911. They were asked to identify Porsche’s target groups, create a communications plan, produce creative for each medium, a budget, and show how effectiveness will be measured.
Su-Hyun Park, GM of Accelerate Advertising, said: “Porsche is one of the most renowned premium automotive brands in the world. We are very honored to be given Porsche’s re-assurance to remain their trusted agency for the Asia Pacific region. It is a privilege to partner with such an iconic and for sure exciting brand.”
Accelerate Advertising is owned by two independent agencies from Germany – Kemper Kommunikation, also known as Keko, and Mertensteinke. Both agencies work for Porsche; Keko as global lead agency, and Mertensteinke as the brand’s digital agency in Asia.
“We are very pleased that we were able to convince Porsche Asia Pacific again with the Accelerate team and have the chance to broaden the existing cooperation,” said Brigitte Kemper, CEO of Accelerate Advertising and Kemper Kommunikation.
Porsche APAC operates in Brunei, Cambodia, French Polynesia, Indonesia, Malaysia, Mongolia, New Caledonia, the Philippines, Singapore, Sri Lanka, Taiwan, Thailand and Vietnam.
The news emerges the day after Porsche’s China operation handed its aftersales marketing business to Palmer Hargreaves, a UK-headquartered agency that has set up a Shanghai office to service the client.