Fiat moves £20m UK media account to Maxus

Fiat has moved its £20m UK media planning and buying account, handing it to WPP agency Maxus as part of its global realignment.

Fiat 500c

The account, which was previously handled by Mediaedge:cia, was moved to Maxus today (9 December) as part of the car marque’s bid to consolidate all media activity globally. Maxus already handles the Fiat business across Europe.

Fiat announced plans to realign its £150m European media business into WPP-owned agencies in January.

At that point, Publicis Groupe’s Starcom handled its UK media account. As part of the first stages of the realignment, they handed the account to Mediaedge:cia.

WPP Group also has a 49% stake in the in-house Fiat Media Centre in Italy.

Earlier this year, Fiat agreed a deal with Chrysler to form a strategic partnership with the struggling Detroit automaker. The group also owns the Alfa Romeo and has a stake in Ferrari.

It has recently published restructuring plans, which could see the Chrysler brand phased out of the UK in the next few years, focusing more on the US market.

Latest from Marketing Week

The Insight Show partners with networking forum AURA

Insight Show

The partnership with AURA, the networking forum for brand-side insight professionals, will see it host its own conference within the Insight Show. Sessions aim to bolster the influence of insight in conversations with senior marketers and to improve communication of and engagement with insight-led projects.


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