WPP shop Maxus is the incumbent. It won the European account in January 2009 and was handed responsibility for the UK without a pitch at the end of that year. The UK business, reported to be worth £20m, was previously held by sister shop MEC.
Fiat posted net revenues of €26.6bn (£22.59bn) for the first quarter of 2016, up 3% compared with the same period last year. The move is the latest in a string of major media reviews over the past couple of years dubbed "Media-palooza". In February, MEC global chief executive Charles Courtier told Campaign that the high frequency of reviews is "the new normal".
Pitches to have kicked off this year include Ikea reviewing its £300m international media account, while Diageo is calling its first-ever global planning and buying review.