SHANGHAI - Optimedia has won Fiat's media account after a competitive pitch that started in May, according to sources close to the pitch.
Participating agencies in the pitch included Carat, PHD, Optimedia, Walk-On and Guangdong Advertising (GDAD).
GDAD was the incumbent agency for Fiat in mainland China.
In 2010, Fiat and Guangzhou Auto established a 50-50 joint venture in Changsha in China's Hunan province, but sales of Fiat's main model, the Viaggio compact sedan, have been weak.
Fiat sold 11,288 Viaggios last year, below its target of 20,000; and 12,212 from January to April so far (100,000 is the target this year).
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