Krow has strengthened its position on Fiat’s advertising roster by winning the pan-European brief to launch a new version of the company’s Grande Punto model. It is thought the project is worth more than £15m.
Krow pitched against several of Fiat’s other roster agencies, including Leo Burnett, for the business. It has created a campaign for the launch of the T-Jet turbo petrol engine Grande Punto.
The campaign will run in 16 markets across Europe and is thought to be the first activity by a non-Italian agency to run in Italy. The campaign breaks in the UK on Saturday, ahead of a British launch later this month.
Krow won a £14m brief to create a pan-European campaign for the Grande Punto at the end of last year (MW December 7, 2006). The agency developed a campaign called “Throb”, which ran in the UK, Spain, Switzerland, Belgium, Poland and Mexico.
Krow won Fiat’s £3.5m UK advertising account last year after the car manufacturer parted company with Leo Burnett (MW March 23, 2006).
Leo Burnett remains Fiat’s pan-European agency but Krow won a place on the company’s roster when it picked up the UK account, making it eligible to pitch for pan-European business.
Krow’s appointment to handle Fiat’s advertising account in the UK followed the agency’s work with Fiat-owned Alfa Romeo on the launch of its Brera model (MW February 9, 2006).
Alfa has since consolidated its pan-European account into Y&R (MW January 4), ending an 18-year relationship with WPP’s United, which closed its London office soon after the loss.