Fiat Motors' account up for grabs

By Anushree Bhattacharyya and Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 05, 2011
The automotive company, as part of its regular practice, has called for a creative pitch. Prior to this, Bates 141 was the incumbent agency.

The Italian automotive company Fiat Motors India has called for a creative pitch, as part of its regular practice which takes place after every three years. Prior to this, Bates 141 was the incumbent agency, with which the contract ends soon.

The size of the account, however, could not be obtained at the time of filing this report.

Confirming the development to afaqs!, a senior official from the company, on the condition of anonymity, says, "While some of the agencies have already made their presentations, other agencies will present their ideas in the coming week."

It may be noted that Bates 141 was awarded the creative mandate for Fiat in February 2008, after a multi-agency pitch process initiated in October 2007. At the time of winning the account, Bates 141 was known as Bates David Enterprise. Before Bates, Leo Burnett's sister concern, Orchard Advertising, handled the creative duties of the automotive company, which moved to the agency after Burnett acquired the duties for General Motors' Chevy Spark in 2007.

Meanwhile, the WPP-promoted Maxus Global is the media agency on record for the auto company.

For the record, Fiat India Automobiles is a 50-50 industrial joint venture between the Fiat Group Automobiles and Tata Motors, originally incorporated back in the first quarter of 1997.

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