Alfa Romeo looks at below-the-line shops

Alfa Romeo is in talks with direct marketing agencies about its below-the-line account.

The company, like its parent Fiat, uses Arc, but marketing chief Roland Ellison says work is handled on a project rather than retained basis. Ellison refuses to comment on a possible review, but the car marque is understood to be in talks with several agencies about holding a pitch.

Ellison was appointed as Alfa’s chief marketer in the UK in the summer (MW June 30). He replaced Jeff Culkin, who left in May after his marketing director’s role was scrapped (MW, May 26). Ellison took the title of marketing manager.

Ellison, who was a product marketing manager at Fiat, reports to Fiat Auto UK managing director Giulio Salomone, who also oversees Alfa in the UK.

Salomone was given the extra responsibility earlier this year after Alfa UK chief Jose Garvia left to join Kia in Spain (MW, September 1).

Garvia joined Fiat UK as managing director at the start of the year (MW January 27), but was moved to operations director at Alfa in April (MWApril 28).

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