Cummins & Partners reappointed to Jeep, Fiat and Alfa Romeo creative accounts

Fiat Chrysler Automobiles (FCA) Australia has reappointed Cummins & Partners to its creative account, housing brands including Jeep, Fiat and Alfa Romeo.

In November last year, Mumbrella revealed that the Jeep creative account was out to pitch.

The FCA account includes Jeep, Fiat and Alfa Romeo

The relationship between FCA and Cummins & Partners began in 2011, soon after the agency’s launch under its previous name Cummins Ross, when it won the creative account for Chrysler.

In June 2012, Cummins Ross expanded its remit with Fiat Chrysler, picking up the Fiat and Alfa Romeo brands.

Following the pitch, Cummins & Partners is retaining Jeep and Fiat, whilst adding Alfa Romeo back to its remit.

FCA Australia director of marketing communications, Tom Noble, said the agency’s relationship with the brand won out at the end of the day.

“There were really solid and strong responses from all of the agencies involved in the pitch process, but Cummins & Partners’ strategy, creative thinking and long-term relationship with FCA ultimately won the day,” Noble said.

“There’s a great opportunity for Jeep, Alfa Romeo and Fiat in Australia. Jeep is iconic and we know we need to rebuild trust in this brand. Alfa Romeo and Fiat are over 100 years old each; they are part of the fabric of the automotive industry.

“Jeep, Alfa Romeo and Fiat are iconic brands with bold personalities and we look forward to building creative campaigns that resonate with Australians and drive real results for our business.”

Chris Jeffares, Cummins & Partners CEO said: “Jeep was a foundation client for us almost 10 years ago and we are proud of the distinctive and effective creative work we did. We look forward to working with them again to help rebuild consumer trust in Jeep and create more awareness around Alfa Romeo and Fiat in Australia.”

Cummins & Partners was behind the ‘I bought a Jeep’ tagline which featured in the brand’s advertising from 2013.


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