Alfa Romeo pitch for car launch a blow to United

Alfa Romeo is holding a pitch to find an agency to handle the launch of its new Brera model. The news will come as a blow to United, which handles the company’s advertising across Europe.

The Fiat-owned car marque is in talks with two undisclosed agencies, as well as the incumbent, and is understood to be holding a pitch imminently. Alfa marketing manager Roland Ellison declined to comment on the pitch as Marketing Week went to press.

The Brera, which takes its name from an upmarket suburb in Alfa’s home city of Milan, will be launched in the UK at the start of April.

Last year, Alfa appointed Armando Testa to handle the global launch of its 159 model (MW July 21). The agency pitched against Saffirio Tortelli Vigoriti, Leo Burnett and United to win the business. Armando Testa is the incumbent on the Fiat-owned Lancia business.

Separately, Alfa has appointed EMO to handle its below-the-line business.The company was in talks with direct marketing shops last year (MW November 10).

The agency will manage a retail marketing programme across Alfa’s nationwide network of franchised dealerships. Alfa, like Fiat, has worked with Arc in the past.

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