PORSCHE
When younger drivers are buying Bentleys and Rolls Royces instead of Porsches, you know you have a problem. That problem was old white guys. Porsche needed more new, young, and female drivers, but the brand was stuck in a feedback loop, constantly telling insiders how great it is. Porsche people happy to indulge their fandom and bedazzled by their love for the brand were unintentionally excluding others. There had to be a way to keep the core and still win over new drivers.
When I was brought in to help crack that nut, it turned out my timing couldn’t have been better. The brand was introducing its first all-electric offering, heralding a shift in how the brand would talk to fans and fans-to-be alike.
Of the eight-plus years I spent creating and guiding work for Porsche, these are some of the more significant initiatives. In-between and throughout each of them were countless other projects and appendages, from dealer support, Hollywood partnerships, and events, to global model launch pitches, motorsports efforts, and yes, more partnerships.
Also, not to toot my own horn too much, but during my time a five year procurement-mandated account review came up. We won.
I would be remiss to leave out social, and trust me, I haven’t. Every single thing we did was social first. That’s where our audience was, and 99% of the media. But you know what? It still looks better horizontal.
