Publicis Forms New Fiat-Dedicated Agency

11 July 2003

Turin-based Fiat Coordination Center is a new agency launched by Publicis Groupe solely to service the European, Latin American and Asian needs of the Italian car giant – now 20% owned by General Motors.

Colloquially known as FCC, the unit comprises thirty-five staff culled from Public networks Leo Burnett, D'Arcy Masius Benton & Bowles, Arc and Starcom MediaVest. It will handle Fiat’s most important European brand campaigns, as well as those destined for Latin America and the far East.

Publicis hails the venture as “an effort to create more cohesive, effective marketing campaigns”. In addition to the Fiat marque, FCC will also undertake assignments for upmarket sibling brands, Lancia and Alfa Romeo.

Data sourced from: The Wall Street Journal Online; additional content by WARC staff