Grabarz & Partner bows out of Porsche after a decade
- Aug 13
- 2 min read
Updated: 2 days ago
Hamburg agency Grabarz & Partner has ended its roughly decade-long relationship with Porsche, choosing to mark the loss with a dignified public farewell as Serviceplan prepares to take over the global mandate.
A ten-year partnership ends
Grabarz & Partner has confirmed the end of its long-running relationship with Porsche, a partnership that lasted around ten years and produced some of the German ad scene's most admired automotive work. The account moves to Serviceplan, which won Porsche's global marketing mandate from 2027.
Rather than slink away, Grabarz turned the exit into a talking point — a poised, 'keep on pushing' goodbye led by CCO Ralf Heuel that the industry has widely praised for its class.
Why a graceful exit matters
Losing a flagship client is one of the hardest moments in agency life. How a shop handles it says as much about its culture as any award. Grabarz's dignified farewell protects its reputation, reassures remaining clients and signals confidence rather than crisis.
Our read at Marketing Minute: in a small industry where talent and clients move constantly, endings are part of the brand. A graceful goodbye today is a pitch credential tomorrow — the agencies that lose well are the ones others want to work with.
The lesson for agencies and clients
For agencies, the takeaway is that reputation is built in the difficult moments, not just the wins. How you leave a relationship is remembered long after the work fades.
For clients, the reshuffle is a reminder that even the strongest partnerships have a shelf life. Reviews and moves are normal; what matters is managing the transition so the brand's momentum is not lost in the handover.
Quick FAQ
Why is Grabarz & Partner leaving Porsche?
Porsche awarded its global marketing mandate to Serviceplan from 2027, ending Grabarz & Partner's roughly decade-long relationship with the carmaker.
How did Grabarz handle the loss?
The agency, led by CCO Ralf Heuel, marked the exit with a dignified public 'keep on pushing' farewell that the German industry has widely praised as a model of how to lose a flagship client well.
What can agencies learn from it?
Reputation is forged in difficult moments. A graceful, confident goodbye protects an agency's brand, reassures remaining clients and becomes a credential in future pitches.
— Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
The takeaway: in agency life, reputation is built in the hard moments — how you leave a client is remembered long after the work is forgotten.
When a relationship ends in your business, do you protect the reputation you leave behind?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign Germany, HORIZONT, W&V.
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Written by Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
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