Elsewhere in Europe, the Fiat business will be handled by WPP's expanding Maxus network. It's new UK arm (formerly BJK&E) was unable to host the account alongside rival Mercedes-Benz and Chrylser businesses.
The Fiat Group designs, produces and sells cars worldwide under the Fiat, Alfa Romeo, Lancia, Fiat Professional and Abarth brands. Luxury sports marques Maserati and Ferrari are also part of the Fiat Group.
The decision to switch all European media planning and buying activities into WPP agencies comes less than four years after Sir Martin Sorrell's marketing group took a 49% stake in the in-house Fiat Media Centre in Italy.
The acquisition in April 2005 sparked speculation of a possible regional review of all Fiat's media requirements. Earlier this year, Fiat moved its £8m Alfa Romeo account out of Starcom and into WPP's Mediaedge:cia, but Starcom continued to handle planning and buying for Fiat cars.
The latest move is expected to start from January (2009), and ends a 17-year relationship that began when Leo Burnett and DMB&B, the two networks that went on to launch Starcom MediaVest, were named as Fiat agencies in 1991.
When the European business moves into Maxus it will mark the network's first major new account since Kelly Clark became global CEO in October, tasked with developing Maxus around the world.
Since 2005, the Fiat Group has undergone a restructure that led to 15 consective quarters of growth. However, the Italian carmaker admitted to being caught in "the perfect storm" of adverse market conditions this summer, said to necessitate an increase in the sale price of its cars in line with raw material price hikes.
It is not known if Fiat's creative account in the UK, handled by Krow since 2006, will be affected by the realignment.
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