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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here