Publicis Groupe picks up Fiat Chrysler media baton

Publicis Groupe pick up Fiat Chrysler media baton

FiatChrysler has handed its US media business to Publicis Groupe-owned Starcom following a six-month review of all media buying and planning for brands including Chrysler, Dodge and Jeep.

The transition comes as a bitter blow to incumbent UM and Omnicom’s Hearts & Science which has held sway over the account since December 2009 and could herald a wider reappraisal of its global media budget, according to AdWeek.

The title notes that the firm has already begun briefing auditors ahead of the review, speculating that a full-blown review will be undertaken in the New Year.

The vehicle brand is estimated to have spent $970m on paid media in the US last year, including $444m in the first half of 2018 alone.

Fiat Chrysler is the latest major vehicle manufacturer to restart its marketing affairs this year following similarly bold moves by the likes of Ford, Volkswagen and Mercedes-Benz, which appointed Publicis as its global network and digital agency.

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