Stellantis reviews Australian creative account for Jeep, Fiat and Alfa Romeo
Cummins & Partners' iconic 'I bought a Jeep' branding still lives on for Stellantis
The automotive giant behind Jeep, Chrysler, Alfa Romeo and Fiat has called a pitch for its local creative account, just six months after appointing a new regional marketing lead.
Stellantis, the Netherlands-headquartered conglomerate formed through the 2021 merger of Fiat Chrysler Automobiles (FCA) and Groupe PSA, has confirmed it is currently in the midst of a review process but declined to comment further.
Mumbrella understands Stellantis began contacting agencies in July.
The local business, FCA Australia (FSA) — which houses the Jeep, Fiat, Alfa Romeo, Chrysler, Leapmotor, and Ram Trucks brands — has worked with Cummins&Partners for around 15 years.
During that time, the agency has delivered a number of notable campaigns, including the iconic “I Bought a Jeep” platform, and more recently, the “I’m In” brand platform aimed at rebuilding consumer trust.
Just last year, the agency revived the ‘I Bought a Jeep’ platform to highlight its Jeep Avenger electric vehicle for today’s audiences,
It also worked alongside Channel 7’s Sunrise to execute a dramatic helicopter stunt that launched Stellantis’ Leapmotor in Australia.
Enjoying Mumbrella? Sign up for our free daily newsletter.
Cummins&Partners has successfully defended the account several times, most recently expanding its remit to include Alfa Romeo in 2020.
However, Stellantis has recently undergone several changes in local leadership, with Mike Tsesmelis stepping in as managing director, Australia and New Zealand.
In June 2024, Malaysia-based Nirmal Nair stepped into the role of Stellantis Asia-Pacific head of sales and marketing.
