Alfa Romeo to shift £8m UK media account to Mediaedge:cia

LONDON - Alfa Romeo, the Fiat-owned car brand, is set to move its £8 million UK media planning and buying brief out of Starcom MediaVest and into Mediaedge:cia.

Alpha...awarded account
Alpha...awarded account
The planned change would see Starcom continue to handle planning and buying for Fiat cars, but the Alfa Romeo account would move to the WPP media agency. Sources suggest that no contract has been signed, but that the move is imminent.

However, Starcom is understood to be working to prevent the switch.

MEC has strong ties with its sister agency Young & Rubicam, which handles the Alfa Romeo creative task across Europe.

Y&R's UK arm, Rainey Kelly Campbell Roalfe/Y&R, is said to have been pushing for the media change.
Both Alfa Romeo and MEC were unavailable for comment.