The Grande Punto will be available in the UK from the New Year with TV advertising due to go on air this October.
Armando Testa successfully pitched against Fiat's European agency of record Leo Burnett, Mother and WPP's Red Cell network. Media planning and buying is being managed by Starcom.
Italian agency STV has also been appointed to handle the Italian creative and Fiat Media Center the media planning and buying. The multimedia campaign is due to launch in the middle of this month.
The Grande Punto is larger than previous Punto models and also outsizes other cars in its class. However, Fiat will continue to manufacture its conventional Punto.
Below-the-line marketing for the model in the UK is being handled by Arc London.
In July, Armando Testa also won the global advertising account for Fiat owned Alfa Romeo. Fiat approached Leo Burnett, Armando Testa and Saffirio Tortelli Vigoriti in its search for a creative route for the new launch, which hopes to compete for the attention of drivers of BMW's 3 Series.
In May, Fiat appointed the Red Cell network to create a TV and print campaign urging more Italians to buy Italian-made cars.
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