ATLANTA: Porsche Cars North America (PCNA) named Brandware Public Relations as its AOR, following a competitive review that began in summer 2010.
Brandware, under a multiyear contract, will be responsible for PCNA's external and internal communications, including brand, product, and lifestyle PR; media and community relations; media events, and social media initiatives, said Steve Janisse, general manager of PR at PCNA.
"[Brandware] presented a team that complimented our team very well and they had done some projects with us and hit the ball out of the park with the results, as well as the collaborative nature of their team," he said. "They are a really good size for us and they are headquartered in Atlanta, where we're headquartered. They also have an office in NY and in LA, which are two of our biggest markets."
Janisse declined to name the other eight agencies involved in the RFP for the six-figure account, which included an incumbent.
Last month, the automotive launched a media relations campaign--"Engineered for Magic. Everyday."--which included targeted loans, a consumer-generated website, and more. Brandware was signed on to handle social media outreach, particularly for Facebook and Twitter. Brandware also provided project work for the 2010 Porsche 60th anniversary campaign.
"We're focused on developing incremental opportunities to introduce the brand as well as product benefits and attributes to lifestyle and vertical media, both across traditional and social media platforms," said Elke Martin, president of Brandware Public Relations.
The agency's clients include Piaggio Group USA (Vespa, Aprilia and Moto Guzzi brands), JD Power and Associates, Carestream Health, Manheim, The Tire Rack, Hughes Telematics, and CurtCo (The Robb Report).
PCNA is the exclusive importer of Porsche vehicles in the United States.