Devina Joshi

Leo Burnett passes on the Fiat business to sister agency Orchard

Orchard is now responsible for the communication for the launch of Fiat Palio Stile, an account that is worth around Rs 10 crore

Leo Burnett’s sister concern Orchard Advertising has been entrusted with the creative duties of the Fiat India business. For the past five or six years, Leo Burnett had been handling the advertising for Fiat.  

As reported by agencyfaqs!, Leo Burnett recently won the creative duties for General Motors’ Chevy Spark, which may have ‘sparked’ off some conflicting issues for the agency.

“Yes, there was a bit of conflict,” admits a Fiat India spokesperson, “but with Orchard on our business, that has been sorted out. Now, there are two distinct teams working on the two businesses”, he asserts.  

Leo Burnett passes on the Fiat business to sister agency Orchard
The new Fiat Palio Style
Further, with Orchard in the picture, it’s almost like the business is still within the Publicis Groupe family. The Fiat spokesperson says that with the shift, the company also has the advantage of a dedicated team working on the account, as Fiat plans on getting more aggressive on its advertising – something it hasn’t done for quite a while.

Getting the business means Orchard will essentially look into the advertising for Fiat Palio Stile, an upgraded version of Fiat Palio which has recently been launched. The size of the business is around Rs 10 crore.  

Another car that Fiat has in its portfolio is the Fiat Adventure, which is not up for advertising as of now. Fiat’s earlier models, Fiat Uno and Fiat Palio, have been phased out.  

Fiat Palio Stile is targeted towards the 28-35 year old corporate/BPO executives, and will be positioned as ‘The Fiat of the New Generation’.

For the record, Orchard has had the experience of working on a car account in its early days as well. When it was associated with Dentsu back then, Orchard was responsible for the launch of Toyota Qualis and Toyota Corolla in India.

© 2007 agencyfaqs!

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