WPP shop Maxus is the incumbent. It won the European account in January 2009 and was handed responsibility for the UK without a pitch at the end of that year. The UK business, reported to be worth $25.9 million, was previously held by sister shop MEC.
Fiat posted net revenues of about $29.5 billion for the first quarter of 2016, up 3 percent compared with the same period last year. The move is the latest in a string of major media reviews over the past couple of years dubbed "Mediapalooza". In February, MEC global chief executive Charles Courtier told Campaign that the high frequency of reviews is "the new normal".
Pitches to have kicked off this year include Ikea reviewing its $389 million international media account, while Diageo is calling its first-ever global planning and buying review.