afaqs!

Fiat to get aggressive, looks for new agency

By , agencyfaqs!, New Delhi | In Advertising | October 01, 2007
Auto major Fiat is looking for a fresh agency and it has already invited some agencies to participate in the pitch, which is to start soon

After & #BANNER1 & # 50 years of an up-and-down ride in India, Italian car maker Fiat is gearing up for a comeback. It has already announced the launch of the Grande Punto and Linea Sedan in India in 2008. In the past, it has launched brands such as the Siena and Uno in India. At present, it has two models -- Palio and Adventure -- in the market. In that context, its marketing and manufacturing alliance with Tata Motors is a justified step. And now it is looking for an agency to communicate its brands.

Fiat's global agency is Leo Burnett, which handles the brand in close to 32 markets; in India, too, the brand has been handled by Leo Burnett India for the last six years. In April, however, Leo Burnett India won the creative duties for General Motors' newly launched Chevy Spark and passed Fiat on to its sister concern, Orchard Advertising.

This is probably why Fiat India has now called for a pitch. Industry sources say the company has invited close to three agencies and that the presentations will be made soon to Fiat executives. The sources inform agencyfaqs! that it is a close pitch and the contest will be between the existing agency and a new set of agencies.

A senior source from Fiat India has confirmed the development to agencyfaqs! But when agencyfaqs! contacted the company spokesperson, Marius D'lima, head, corporate communications, he declined to comment on the situation. He said that Fiat meets up with agencies from time to time. At present, Orchard is its creative partner.

Fiat plans to get more aggressive in its advertising - something it hasn't done for quite a while. By the end of 2009, with the launch of its new models, Fiat India is expecting to break even and report profits, too.

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