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Porsche hunts for regional marketing agency

Porsche 911German luxury carmaker Porsche is holding a regional marketing pitch in Singapore, Mumbrella can reveal.

Around six agencies are believed to be in contention for the business, which has reached its final stages.

The pitch brief that agencies have been set is to come up with direct marketing and customer loyalty ideas to promote the famous 911 marque in Asia Pacific against a backdrop of declining sales for sports cars globally.

The agencies that come up with the best solution will get to work on the Porsche brand portfolio across the region.

The challenges of the prospecting campaign, according to the pitch document leaked to Mumbrella, are to use a small marketing budget to work with Porsche importers to drive brand advocacy with “brand sharpening” initiatives and sales campaigns.

“911 customers are possibly the most loyal customers in the world, but we cannot just sell a constantly improved 911 to the same customers,” the document reads. “We need to identify, acquire, contact and then excite and ultimately convert new customers to share the excitement of owning a 911.”

Competing agencies need to identify Porsche’s target groups, create a communications plan, produce creative for each media involved, a budget, and show how effectiveness will be measured.

The focus of the brief is Indonesia, the Philippines, Cambodia and Malaysia.

The company wants a team of five to six staff who work on Porsche and only Porsche, plus a managing director or account manager who spend at least 80 per cent of their time working on the brand.

“Agency staff have to be available full time to fulfil Porsche tasks as if they would be Porsche staff,” reads the document.

The marketing director of Porsche APAC is Carl Isenbeck. The pitch is being run by Porsche marketing executive Anna Osterthun.

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