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.

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