Angry Butterfly is Porsche Cars Canada’s new agency of record (AOR) following a search that included a strategic and creative pitch.

Indie creative and strategic consultancy Angry Butterfly, Strategy’s 2022 Small Agency of the Year Bronze winner, will handle national English and French communications in Canada.

The German luxury auto brand also brought in Barrett and Welsh as a partner to focus on the Chinese Canadian audience. The automaker has courted this constituency before. In 2019, it linked a Porsche Cayenne promotional pre-sale to the Year of the Pig. In 2021, Porsche’s female entrepreneur-focused “Drive Defines Her” campaign included Regina Chan, founder of AutoNerve Media, the first and only female-owned Automotive Media platform in the Chinese language in Canada.

According to the news release announcing Porsche’s new AOR, the leadership teams at Angry Butterfly and Barrett and Welsh “have a long and successful history of partnering together,” and will look to further this relationship with Porsche.

“While every brand looks for a unique story to tell, Porsche is distinctly rooted in the rich history of engineering and performance that stirs your soul,” says Brent Choi, Angry Butterfly partner and CEO.

“Our leadership team has great depth of experience in the automotive industry, specifically within the premium/luxury segment,” Choi tells strategy. “As well, we’ve built an incredible team over the past three years that have great expertise across brand, digital and activations.”

According to Choi, the shop has made some initial hires to staff the business, “but [there are] more to come as we fully onboard the Porsche business.”

The partnership will begin immediately.

This summer, the charitable arm of the Toronto Blue Jays, the Jays Care Foundation announced it picked Angry Butterfly as its AOR.

Porsche Canada has had past agency relationships with Omnicom Group’s Red Urban and Camp Jefferson.