Starcom wins Fiat Chrysler media business in global review

Arvind Hickman
By Arvind Hickman | 23 December 2016

Starcom has won Fiat Chrysler's media buying and planning account from incumbent Maxus after a global review, according to reports from the UK.

The account will change hands in March in about 30 markets in Europe, the Middle East, Africa and Asia-Pacific, including Australia, with annual billings estimated to be worth €600 million (A$861 million).

Fiat Chrysler Automobiles is the world's seventh largest carmaker by volume and has Fiat, Jeep, Chrysler, Dodge and Alfa Romeo among its brands.

In Australia, Maxus has held the account since 2010 when it took over from Davinci Selectwork (now Foundation). Maxus also handled the Fiat business across Europe and the UK.

In 2013, then Maxus chief operating officer Mark McCraith joined Fiat to become marketing director before returning to the agency as CEO last year.

Industry sources have previously told AdNews that although Fiat and Maxus enjoy a strong client-agency relationship in Australia, the review, called in July, could hinge on the direction other markets in the region wanted to take.

Today, AdNews reported that Starcom lost the Mars media buying business to MediaCom in Australia although a combined Starcom and Zenith pitch retained the business in the rest of the world. Mediavest also revealed it has won Kraft Heinz in Australia.

Earlier this year, Maxus lost Aldi to Zenith, but has picked up more than $45 million in new business, including Mirvac, Danone and others.

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