Alfa Romeo gives global launch to Armando Testa

Alfa Romeo has appointed Italian agency Armando Testa to handle the global launch of its 159 model.

The agency is thought to have pitched against Saffirio Tortelli Vigoriti, Leo Burnett and Alfa incumbent Red Cell to win the business.

All the agencies – including Armando Testa, the incumbent on the Lancia account – work with Fiat-owned brands.

A spokesman for Alfa denies a decision has been made, but it is understood Armando Testa has been handed the brief.

The 159 will launch in Europe in October and in the UK next year. Sister company Fiat is also reviewing its agency roster and has asked several agencies, including non-roster shop Mother, to pitch for the launch of the new Fiat Punto.

The beleaguered Italian marque has approached Armando Testa and Saffirio Tortelli Vigoriti, as well as agencies in the Leo Burnett and Red Cell networks. Leo Burnett is the incumbent on Fiat’s European advertising business.

It is thought the successful agency will work on a campaign to be rolled out across Italy, Germany, France and Spain before moving into other European markets, including the UK.

Earlier this year, WPP’s Red Cell network took a 49 per cent stake in the Fiat Media Center, triggering a review of Fiat’s media planning and buying in Italy. It is thought the pan-European business will also be put up for review as a result.


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