They will focus on engaging consumers already attracted to the luxury carmaker.
Minneapolis ad agency Solve will grow from 25 to 30 jobs this fall as a result of being hired this week by Porsche Cars North America.
Solve CEO John Colasanti said Wednesday that Solve has been added to the Porsche advertising roster that already includes Cramer-Krasselt and Omnicom Media Group. They work on the German high-performance car’s creative and media business, respectively.
Colasanti said Solve will focus on personalized communications aimed at consumers who have been attracted to Porsche by mass advertising.
“And they decided they like this brand and they want more information … and Porsche wants to connect with consumers in a very personal and intimate way,” Colasanti said. “They haven’t done that before. Our role is to help consumers keep leaning toward this luxury brand.”
The scope of the multiyear, personalized-approach campaign is new for Porsche, Colasanti said.
Solve was selected from a competition among 15 agencies, according to Adweek, an industry publication.
Porsche is said to have spent nearly $40 million in media advertising in 2013. Colasanti declined to specify how much annual revenue Solve expects from the work.
It helped that Solve also does work for Bentley Motors, also owned by Volkswagen.
Solve was named agency of record a year ago by Bentley, the British auto company that wants to increase sales on this side of the Atlantic Ocean.
Solve, which formed in 2011 and expects to post revenue of about $5 million this year, signed on with Cascadian Farm, the General Mills granola, earlier this year.
Other clients include True Value Hardware, Medifast Weight Loss, Orbea Bicycles and Pro Cycling.
Neal St. Anthony • 612-673-7144