Dr. Ing. h.c. F. Porsche AG – SAP Innovation Awards 2025
Porsche's marketing, powered by SAP, faces dealer network challenges due to its complexity. To enhance digital marketing, Porsche integrated Anaphora Content Studio with SAP Marketing, enabling streamlined, CI-compliant content creation across multiple platforms. This improves efficiency, brand consistency, and personalization, while reducing reliance on external agencies. Anaphora is currently deployed in major markets with a global rollout in progress. - 5443 Download the DocumentPUBLIC
Entry Pitch Deck
Dr. Ing. h.c. F. Porsche AG
Automotive
CI compliance and streamlined marketing at scale
Entry Pitch Deck
Dr. Ing. h.c. F. Porsche AG
Automotive
CI compliance and streamlined marketing at scale
COMPANY NAME:
HEADQUARTERS:
INDUSTRY:
WEBSITE:
NUMBER OF EMPLOYEES:
Company information
2
Dr. Ing. h.c. F. Porsche AG
Stuttgart, Germany
Automotive
www.porsche.com
Approx. 40 000
Porsche, officially known as Dr. Ing. h.c. F. Porsche AG, is a globally
renowned German automobile manufacturer recognized for its luxury
sports cars, high-performance vehicles, and SUVs. Founded in 1931 by
Ferdinand Porsche, the brand has established an enduring legacy built on
engineering excellence, racing heritage, and groundbreaking innovation.
Synonymous with precision, speed, and luxury, Porsche continues to
push the boundaries of automotive technology, seamlessly blending
performance with cutting-edge design. Through an unwavering
commitment to innovation, Porsche continues to redefine the automotive
industry.
PUBLIC
HEADQUARTERS:
INDUSTRY:
WEBSITE:
NUMBER OF EMPLOYEES:
Company information
2
Dr. Ing. h.c. F. Porsche AG
Stuttgart, Germany
Automotive
www.porsche.com
Approx. 40 000
Porsche, officially known as Dr. Ing. h.c. F. Porsche AG, is a globally
renowned German automobile manufacturer recognized for its luxury
sports cars, high-performance vehicles, and SUVs. Founded in 1931 by
Ferdinand Porsche, the brand has established an enduring legacy built on
engineering excellence, racing heritage, and groundbreaking innovation.
Synonymous with precision, speed, and luxury, Porsche continues to
push the boundaries of automotive technology, seamlessly blending
performance with cutting-edge design. Through an unwavering
commitment to innovation, Porsche continues to redefine the automotive
industry.
PUBLIC
CHALLENGE: SOLUTION: OUTCOME:
CI compliance & digital customer engagement on a global scale
3
Accounts and counting deployed globally
for the OEM, importers and dealers
CI Compliance for Email and the
MyPorsche app campaigns
Campaigns created by the OEM, importers,
regional offices and the Porsche centers
463
Porsche AG
100% 21,339
Porsche’s marketing ecosystem is built on SAP
Marketing, a highly sophisticated platform that
enables data-driven, personalized marketing at
scale. However, its complex nature presents
challenges for Porsche’s dealer network, requiring
significant investment in ongoing training and
localized agency support to ensure seamless
execution of dealer marketing. Adoption of digital
Corporate Identity (CI) guidelines remains an issue
across the automotive industry. Despite continuous
efforts, maintaining uniformity in digital branding and
execution across global retail networks remains a
complex undertaking for all automotive OEMs.
Enhancing Porsche’s digital marketing with
Anaphora. To optimize its digital marketing
ecosystem, Porsche integrated Anaphora Content
Studio, streamlining CI-compliant content creation
across E-mail, SMS, and the My Porsche app.
This integration enables seamless transfer of
branded, spam-optimized email templates to SAP
Marketing, real-time synchronization of
personalization attributes, and a unified workflow
through SSO and enhanced interoperability. By
leveraging Anaphora, Porsche ensures greater
efficiency, brand consistency, and a more
personalized digital experience for its customers.
Anaphora Content Studio is now deployed in most of
Porsche’s major markets, with a full global rollout
underway. This provides OEM departments,
importers, and local Porsche Centers with
streamlined content creation tools, ensuring a
consistent brand experience.
By automating CI compliance, spam optimization,
and render testing, the platform reduces reliance on
agencies and developers, significantly cutting costs
and saving time while maintaining the high standards
required for luxury brand communications.
PUBLIC
Users within the global Porsche
organization (OEM, Importers, Dealers)
931
CI compliance & digital customer engagement on a global scale
3
Accounts and counting deployed globally
for the OEM, importers and dealers
CI Compliance for Email and the
MyPorsche app campaigns
Campaigns created by the OEM, importers,
regional offices and the Porsche centers
463
Porsche AG
100% 21,339
Porsche’s marketing ecosystem is built on SAP
Marketing, a highly sophisticated platform that
enables data-driven, personalized marketing at
scale. However, its complex nature presents
challenges for Porsche’s dealer network, requiring
significant investment in ongoing training and
localized agency support to ensure seamless
execution of dealer marketing. Adoption of digital
Corporate Identity (CI) guidelines remains an issue
across the automotive industry. Despite continuous
efforts, maintaining uniformity in digital branding and
execution across global retail networks remains a
complex undertaking for all automotive OEMs.
Enhancing Porsche’s digital marketing with
Anaphora. To optimize its digital marketing
ecosystem, Porsche integrated Anaphora Content
Studio, streamlining CI-compliant content creation
across E-mail, SMS, and the My Porsche app.
This integration enables seamless transfer of
branded, spam-optimized email templates to SAP
Marketing, real-time synchronization of
personalization attributes, and a unified workflow
through SSO and enhanced interoperability. By
leveraging Anaphora, Porsche ensures greater
efficiency, brand consistency, and a more
personalized digital experience for its customers.
Anaphora Content Studio is now deployed in most of
Porsche’s major markets, with a full global rollout
underway. This provides OEM departments,
importers, and local Porsche Centers with
streamlined content creation tools, ensuring a
consistent brand experience.
By automating CI compliance, spam optimization,
and render testing, the platform reduces reliance on
agencies and developers, significantly cutting costs
and saving time while maintaining the high standards
required for luxury brand communications.
PUBLIC
Users within the global Porsche
organization (OEM, Importers, Dealers)
931
4
From day one, the Anaphora platform
has been a true game-changer,
seamlessly complementing our CRM by
bridging key gaps and empowering our
local Porsche dealers to execute
precise, on-brand marketing.
Frank Hesse
Product Manager CX-ART
PUBLIC
From day one, the Anaphora platform
has been a true game-changer,
seamlessly complementing our CRM by
bridging key gaps and empowering our
local Porsche dealers to execute
precise, on-brand marketing.
Frank Hesse
Product Manager CX-ART
PUBLIC
COMPANY NAME:
Participating partner information
Anaphora’s content creation tools empower our
global retail network to launch marketing
campaigns effortlessly — without concerns about
CI compliance, spam optimization, or the
complexities of digital marketing.
For Porsche, Anaphora has been instrumental in
providing an optimized communication toolbox
for its dealer network, seamlessly integrating
SAP Marketing’s powerful segmentation and
sending capabilities with Anaphora’s intuitive
content creation tools.
Katja Ciesla
Product Owner CX Marketing & Research
5
Anaphora
Anaphora is a SaaS company that is reinventing brand governance for global companies,
ensuring brand consistency and control across every digital touchpoint. Our intuitive platform
combines vertical brand governance, from HQ to local retail markets, with powerful features
and a seamless user experience. We empower brands to safeguard their identity, build trust,
and streamline execution at scale.
Our platform does more than conventional brand guidelines. It enforces them through
streamlined and bulletproof tools. By embedding governance directly into content creation
and marketing workflows, we eliminate brand dilution and inconsistent execution. With
Anaphora, one person can achieve what once required entire teams and agencies, ensuring
flawless execution of brand experiences.
We build for industries where brand integrity is essential – such as luxury, automotive, and
high-end retail – transforming branding into a built-in standard rather than a set of static
guidelines. Our brand ecosystem integrates with external CX, automation, and marketing
platforms, ensuring a single source of truth for brand identity, messaging, and execution.
Designed for brand-driven companies, our technology unlocks efficiency, reduces compliance
risks, and elevates brand equity – turning brand identity and storytelling into a strategic
advantage.
PUBLIC
Participating partner information
Anaphora’s content creation tools empower our
global retail network to launch marketing
campaigns effortlessly — without concerns about
CI compliance, spam optimization, or the
complexities of digital marketing.
For Porsche, Anaphora has been instrumental in
providing an optimized communication toolbox
for its dealer network, seamlessly integrating
SAP Marketing’s powerful segmentation and
sending capabilities with Anaphora’s intuitive
content creation tools.
Katja Ciesla
Product Owner CX Marketing & Research
5
Anaphora
Anaphora is a SaaS company that is reinventing brand governance for global companies,
ensuring brand consistency and control across every digital touchpoint. Our intuitive platform
combines vertical brand governance, from HQ to local retail markets, with powerful features
and a seamless user experience. We empower brands to safeguard their identity, build trust,
and streamline execution at scale.
Our platform does more than conventional brand guidelines. It enforces them through
streamlined and bulletproof tools. By embedding governance directly into content creation
and marketing workflows, we eliminate brand dilution and inconsistent execution. With
Anaphora, one person can achieve what once required entire teams and agencies, ensuring
flawless execution of brand experiences.
We build for industries where brand integrity is essential – such as luxury, automotive, and
high-end retail – transforming branding into a built-in standard rather than a set of static
guidelines. Our brand ecosystem integrates with external CX, automation, and marketing
platforms, ensuring a single source of truth for brand identity, messaging, and execution.
Designed for brand-driven companies, our technology unlocks efficiency, reduces compliance
risks, and elevates brand equity – turning brand identity and storytelling into a strategic
advantage.
PUBLIC
GLOBAL CHALLENGES
Challenges
BUSINESS CHALLENGES
PUBLIC 6
The world is facing a lot of environmental challenges and to be a
part of a sustainable path forward, the Automotive industry is
required to undergo a huge transformation.
The journey towards electrification has been a huge endeavor for
the entire sector, with challenges in sustainable sourcing of
materials, batteries and convincing the market of the adoption the
new models that are continuously being introduced on the market.
But everything from component shortages and the lack of a robust
charging infrastructure has proven to be hard challenges to
overcome in order to convert the existing customer base and the
potential prospects in the markets.
Additionally, the Chinese market for western car brands has
drastically been reduced, as more and more domestic brands has
been introduced with extremely competitive pricing or feature parity
due to the electric drive trains being readily available.
Driving Porsche’s Electrification Transformation Through
Strategic Communication
As Porsche continues its evolution from a leading sports car
manufacturer to a luxury automotive brand, the transition to
electrification demands a powerful, strategic approach to
communication. Educating both existing customers and new
prospects is essential to reinforcing that Porsche’s electrified
models uphold the brand’s renowned engineering excellence and
racing DNA.
Beyond informing its loyal customer base, Porsche must also
expand into new target demographics with its battery electric
vehicle (BEV) lineup. This transformation requires high-touch,
immersive communication strategies, leveraging local dealerships
to drive engagement, generate leads, and convert interest into
lasting brand loyalty.
Challenges
BUSINESS CHALLENGES
PUBLIC 6
The world is facing a lot of environmental challenges and to be a
part of a sustainable path forward, the Automotive industry is
required to undergo a huge transformation.
The journey towards electrification has been a huge endeavor for
the entire sector, with challenges in sustainable sourcing of
materials, batteries and convincing the market of the adoption the
new models that are continuously being introduced on the market.
But everything from component shortages and the lack of a robust
charging infrastructure has proven to be hard challenges to
overcome in order to convert the existing customer base and the
potential prospects in the markets.
Additionally, the Chinese market for western car brands has
drastically been reduced, as more and more domestic brands has
been introduced with extremely competitive pricing or feature parity
due to the electric drive trains being readily available.
Driving Porsche’s Electrification Transformation Through
Strategic Communication
As Porsche continues its evolution from a leading sports car
manufacturer to a luxury automotive brand, the transition to
electrification demands a powerful, strategic approach to
communication. Educating both existing customers and new
prospects is essential to reinforcing that Porsche’s electrified
models uphold the brand’s renowned engineering excellence and
racing DNA.
Beyond informing its loyal customer base, Porsche must also
expand into new target demographics with its battery electric
vehicle (BEV) lineup. This transformation requires high-touch,
immersive communication strategies, leveraging local dealerships
to drive engagement, generate leads, and convert interest into
lasting brand loyalty.