Krow snatches £14m Fiat Grande Punto pan-European ad business

Krow has made further inroads into Fiat’s advertising business by winning a brief to create a pan-European campaign for the company’s Grande Punto model. It is thought that the project is worth up to £14m.

The agency has created a TV campaign called “Throb” that will break in the UK, Spain, Switzerland, Belgium, Poland and Mexico at the end of the month.

It is not known whether it had to pitch for the business.

Krow won Fiat’s £3.5m UK advertising account earlier this year after the Italian car manufacturer parted company with Leo Burnett (MW March 23). 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 the pan-European business.

In the ad, the Grande Punto is seen driving through a city and buildings throb in response to the car. People are thrown out of bed or flung into the air as the car drives past. The campaign uses the strapline “Looking for a new car? This is your wake-up call”, and features music from American band Hardknox.

Krow’s appointment to handle Fiat’s advertising in the UK followed the agency’s work with Fiat-owned Alfa Romeo on the launch of its Brera model.

The agency won the business after it pitched against Mother and incumbent United (MW February 9).

Alfa Romeo looks set to end its 18-year relationship with WPP-owned United.

It is understood that WPP has proposed a “Team Alfa” solution to try to keep the business within the group.


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