3 Shops Chase Fiat Digital Biz

Chrysler Group is in the late stages of a search for an agency to handle the digital marketing behind the reintroduction of Fiat to the U.S. market, sources said.

The assignment is new and will supply more than $3 million in revenue to the winning agency, per sources.

Client executives have briefed three contenders and final presentations are slated for early next month. The pitches will take place at Chrysler in Auburn Hills, Mich.

Sources identified the finalists as WPP Group’s Studiocom in Atlanta, Publicis Groupe’s Publicis Modem in New York and MDC Partners’ 72andSunny in Los Angeles.

The winner will work closely with other Chrysler roster shops on Fiat’s marketing. The car is expected to hit U.S. showrooms in the spring.

The finalists emerged from a field of about a half-dozen agencies that client execs visited earlier this month, according to sources.

Roth Associates in New York is said to be managing the process. The consultancy did not return calls, and Chrysler representative declined to comment.