ISTANBUL - Fiat Auto has appointed Penajans D'Arcy, Istanbul to handle its advertising in Turkey. The Italian carmaker operates a joint venture here called Fiat/Tofas with the Koc Group, Turkey's biggest conglomerate.
Fiat/Tofas, one of Turkey's biggest advertisers, moved its account from Guzel Sanatlar Bates, Istanbul without a pitch. D'Arcy Masius Benton & Bowles is one of Fiat's three roster global agencies, along with Grey Advertising and Leo Burnett Co.
In addition to manufacturing and importing Fiat brand cars, Fiat/Tofas also produces cars with the Tofas brand name under the Fiat license.
Penajans D'Arcy Chairwoman Aysegul Dora said of the deal: 'We started handling advertising for Fiat/Tofas on January 1. Our partner, D'Arcy Masius Benton & Bowles, handles Fiat in Egypt, Finland, France, Ireland, Norway, Russia, Spain, South Africa and the UK. We, as Penajans/D'Arcy, are now directing ourselves toward an internal restructuring to offer Fiat/Tofas the best service possible. We believe that with the help of our partner's global experience and coordination, we will be able to provide Fiat/Tofas with a service that will match its expectations.'
Penajans D'Arcy has also appointed Fatos Karahasan as chief executive. She will take the position on February 1. Karahasan was chief executive of Guzel Sanatlar Bates until last summer when she left the agency.