Alfa Romeo awards digital account to R/GA

LONDON - Alfa Romeo has appointed R/GA to its euros 1.5m pan-European digital account, with Work Club losing out in the final stages last week.

Alfa Romeo
Alfa Romeo

R/GA takes on the business from incumbent FullSix, winning over rivals MRM, AKQA and Work Club.

Fiat-owned Alfa Romeo is celebrating its centenary year in 2010, and the company will mark the occasion with significant marketing activity around car models such as the much-hyped new version of the 8C supercar.

The car brand will make digital marketing a key plank in its pan-European marketing drive. The news that Fiat has taken a 35% stake in Chrysler is expected to lead Alfa Romeo to break into the US market, which could give R/GA the scope to extend its brand activity into North America.

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