The nationwide campaign will be handled by different units of the group. TBWA will oversee advertising, with Tequila, Agency.com and Auditoire in charge of direct marketing, digital and events, respectively. Porsche’s China business was previously handled by DDB China.
“Porsche is of course incredibly well known in the West and in Hong Kong, but it only entered the China market less than 10 years ago,” said Richard Cotton, group account director at TBWA. In China, Porsche competes against high-end marques such as Mercedes-Benz, Ferrari, Audi, Lexus andLamborghini.
The campaign will see an integrated approach for Porsche’s global birthday on 8 June.
