Saffirio Tortelli Vigoriti to handle Fiat Punto launch

Fiat is tipped to appoint Italian agency Saffirio Tortelli Vigoriti (STV) to handle the crucial global launch of its new Punto.

The agency is thought to have pitched against Armando Testa, which recently won the launch brief for Alfa Romeo’s 159 model (MW July 21), and Leo Burnett, the incumbent on Fiat’s European advertising account, in the final round.

Fiat also asked agencies from the Red Cell network, which is the incumbent on Alfa Romeo’s European account, and non-roster shop Mother to pitch for the business, but it is understood they were eliminated in an earlier round.

A spokeswoman for Fiat was unable to confirm an appointment had been made as Marketing Week went to press, but it is believed STV will be announced as the winner in the coming days.

The launch of the third-generation Punto is vital for Fiat, which has suffered poor sales and substantial losses in recent years. The car will be formally launched on September 5.

It is thought STV will work on a campaign to be rolled out across Italy, Germany, France and Spain, before moving into other European markets, including the UK.

Earlier this year, Fiat appointed the Red Cell network to create a campaign urging Italians to buy Italian-made cars.

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