IMG has been appointed by FCA Italy S.p.A. and FCA Group Marketing S.p.A. to manage global licensing for its Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands. The new partnership now sees IMG representing the entire FCA Group, already being the licensing agent for the group’s US-based brands Jeep, RAM, Dodge and Chrysler.
IMG will focus on growing the Italian automotive brands’ presence internationally through a range of licensed categories from toys, video games and collectibles to broad-based brand lifestyle programmes and technical products.
The collaboration also includes management of the Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands’ existing licensing programmes globally.
Bruno Maglione, President of Licensing, IMG, commented: “We are delighted to be working with these world-renowned Italian brands – each rich in heritage, individual identity and popularity. We see great opportunities to leverage the strengths of this compelling brand portfolio and their diverse brand profiles.”
Cristiano Fiorio, Head of Brand Communication, FCA EMEA region, said: “We selected IMG after in-depth and thorough research, because they were able to interpret, envisage and foresee the importance of growing brand extension, while being rigorous on the protection of the brands’ identities and values. They have been able to create a sustainable business plan, and at the same time demonstrate how to sustain brand equity.”
IMG will take a region-by-region approach to developing and extending each of the brands’ licensing programmes through a transnational team led by IMG’s Milan office in Italy.