Havas Milan Chosen as Creative Partner for Alfa Romeo

By Kyle O'Brien 

Global automaker Stellantis Group has chosen Havas Group as the creative agency for Alfa Romeo’s upcoming international ad campaigns.

Alfa Romeo, the heritage Italian auto brand in Stellantis Group’s portfolio, will work with Havas Milan on creative ideation and development for its next global advertising campaigns, following a consultation phase that involved several agencies.

The partnership will kick off with the upcoming launch of the Alfa Romeo Tonale, the brand’s first hybrid model. The first campaign is scheduled to go on air in June and will mark what the brand calls its new positioning as a global premium brand.


“The collaboration with Havas Milan for the development of the upcoming advertising campaigns represents an important element for Alfa Romeo in the process of establishing itself as a global premium brand,” said Francesco Calcara, head of global marketing and communications at Alfa Romeo, in a statement.

Calcara went on to say that the launch of the Tonale marks a metamorphosis for the brand, combining the sporty heritage of the brand with a new era of connectivity and electrification.

“The newborn partnership with Alfa Romeo is a huge reason for pride and satisfaction for Havas, which opens the year in the best possible way. Alfa Romeo is, for us Italians, synonymous with heart and passion, and this is exactly what we put into this campaign, which left us excited and even enthralled at the same time,” added Manfredi Calabrò, chairman and CEO, Havas Creative Group Italy.

In 2017, the Fiat Chrysler Group dedicated three Super Bowl ads to Alfa Romeo, which then announced the brand’s relaunch in the U.S. Last year’s merger between PSA (Peugeot Group) and FCA (Fiat Chrysler Automobiles) formed Stellantis. That move prompted the company to consolidate its global media buying and planning responsibilities with Publicis Media. Stellantis does not appear to have a sole agency or holding company of record, as several agencies create campaigns for its various brands, which include Chrysler, Citroen, Dodge, Fiat and Jeep.