IMG chosen as global licensing partner for Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth
IMG has been chosen by FCA Italy S.p.A and FCA Group Marketing S.p.A to manage its licensing program for the brands Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth. The new partnership now links IMG to the entire FCA group, already representing the American brands of the Jeep, RAM, Dodge and Chrysler group.
IMG’s goal is to grow the international presence of Italian automotive brands from the current range of products including toys, video games and collectibles to further develop lifestyle licensing programs and technical products.
The collaboration also includes global management of the existing licensing program for the Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands.
Bruno Maglione, President of Licensing, IMG, commented: “We are proud to work with these world-renowned Italian brands that are rich in history, individual identity and popularity. We see many opportunities to exploit the potential of this valuable mix of brands and their different profiles.”
Cristiano Fiorio, Head of Brand Communication, FCA EMEA region, said: “We selected IMG after a thorough analysis and research because they were able to interpret, predict and anticipate the importance of the growth of a brand extension while remaining attentive to the protection of identity and brand values. They were able to create a sustainable business plan and at the same time demonstrate how to support brand value.”
IMG will take an approach that starts from the individual regions in the development and enhancement of the licensing program of each brand with an international team coordinated by the Italian office IMG in Milan.