Fiat launches EMEA and Asia-Pacific media rethink

Fiat, the Italian car manufacturer, is reviewing its media planning and buying arrangements across EMEA and Asia-Pacific.

Fiat: Maxus oversees EMEA and Asia
Fiat: Maxus oversees EMEA and Asia

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. 

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