Porsche Global Media to Omnicom

Porsche has confirmed awarding global media duties to Omnicom Media Group after a review.

Worldwide ad spending is approximately $80 million. In the U.S., the client’s largest market, spending totaled about $20 million last year, down from $33 million in 2008, according to Nielsen. Those figures, however, do not include digital outlays, a significant part of the strategy, which is highly targeted and combines new media outreach with print and direct marketing efforts.

The North American incumbent, Chicago-based independent Cramer-Krasselt, was not invited to pitch, per sources, given that the client is looking for a global media solution. C-K, which won full-service duties on the account in 2007 after a review, continues to handle creative chores, which were not in play.

Omnicom’s PHD has handled media chores for the client in its home market of Germany, which probably helped OMG’s case, sources said. PHD sibling OMD was precluded from pitching because it handles Nissan.

Other contenders in the review included WPP Group’s MediaCom, Publicis Groupe shops Optimedia and Starcom and Havas’ MPG, according to sources.

The automaker called the review in February. The pitch was handled out of Germany and follows the merger, announced late last year, between Volkswagen and Porsche. MediaCom currently handles the VW media assignment.

The competition covered all Porsche markets, including key territories like North America, the U.K., Germany, Italy and China. VW media was not part of the process.