Magazine article Marketing

DIRECT: Fiat Seeks Agency for Pan-European Activity

Magazine article Marketing

DIRECT: Fiat Seeks Agency for Pan-European Activity

Article excerpt

Fiat is on the hunt for a UK direct marketing agency outside its existing European network to create direct mail for the UK and European markets.

The Italian car manufacturer is talking to a number of below-the-line agencies and has asked them to contribute ideas. They have been sent a two-page questionnaire to complete and submit.

It is thought that the brief will not be solely to create DM work. The appointed agency will be responsible for delivering creative ideas that can be adapted to suit six of Fiat's European markets, including the UK.

The company is seeking experience in areas such as direct mail, guerrilla activity and digital marketing. The process is being managed from Fiat's European headquarters in Italy.

The appointment of an agency outside its network will not affect Fiat's relationship with its UK integrated agency, Arc.

Fiat, whose advertising is managed by Leo Burnett, has just relaunched its Panda model, unveiling it to the UK public last Friday (January 16). …

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