Fiat Japan boss to take UK marketing role

Fiat has filled the position of UK marketing director, two months after Enrico Atanasio left the company to join Land Rover in Italy.

Frederico Gorini, who is in charge of Fiat’s marketing in Japan, is joining the UK operation next week.

Gorini, who is originally from Italy, will take up responsibility for Fiat’s &£50m UK media spend.

Based at the company’s headquarters in Slough, he will also be in charge of Fiat’s Alfa Romeo luxury marque.

Fiat uses several agencies, D’Arcy handles advertising for Fiat, and Alfa Romeo’s advertising is through Conquest, while MediaVest buys the media for the whole group.

According to the Society of Motor Manufacturers & Traders, Fiat has increased its share of UK sales by nearly 19 per cent year on year. It now has a 3.74 per cent share of car sales.

A spokesman for Fiat says he is “unaware” of Gorini’s appointment. No one else from Fiat was available for comment.

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