Fiat names 72andSunny digital AORFiat Group Automobiles has named interactive agency 72andSunny digital AOR for its North American brand, a source at the company said. The agency will oversee Fiat North America's digital marketing program and will specifically work with Fiat Europe's Turin-based digital agency Domino in developing the company's global website design template.
The source declined to state terms of the hire or whether there was a formal RFP process, but said that “many” other agencies did pitch for the business.
Paired with the North American debut of the Fiat 500 model last November, Fiat launched an initiative to raise brand awareness in the continent.
“This [hire] is part of taking [that awareness initiative] to the next level, and we needed an agency that could work with our colleagues in Turin to build a [website] template,” said the source. “It was determined by the Fiat brand that this agency was the one that could implement the look and feel of the brand within the time frame and cost parameters that we needed.” The source declined to elaborate on specifics.
According to the source, 72andSunny is Fiat's first digital AOR; ad agency Leo Burnett Worldwide had previously handled Fiat Brand North America's digital marketing.