Fiat switches from Bates to D'arcy in Turkey

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ISTANBUL--One of Turkey's biggest advertisers, the Fiat/Tofas joint venture, has moved to Penajans D'Arcy, Istanbul, the Turkish affiliate of MacManus Group's D'Arcy Masius Benton & Bowles. Losing the business is Guzel Sanatlar Bates, Istanbul, the Turkish affiliate of Cordiant Communications Group's Bates Worldwide. The change was madewithout a pitch. Spending was not disclosed.

Fatos Karahasan, the former CEO of Guzel Sanatlar Bates, was named CEO of Penajans D'Arcy effective Feb. 1. Mrs. Karahasan left the Bates agency last summer.

D'Arcy is one of Fiat's three roster global agencies. Bates is not. The other Fiat global agencies are Grey Advertising and Leo Burnett Co.MacManus Group and Leo Group, parent of Leo Burnett Co., have annouced plans to merge this year.

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 says of the win: "We have started handling Fiat/Tofas' advertising as of January 1, 2000. Our partner D'Arcy handles Fiat in Egypt, Finland, France, Ireland, Norway, Russia, Spain, South Africa and the U.K. We, as Penajans/D'Arcy, are now directing ourselves towards an internal restructuring involving employing several expatriates to offer Fiat/Tofas the best service possible. We believe that with the help of our partner D'Arcy's global experience and coordination, we will be able to provide Fiat/Tofas with service that will match their expectations."

Copyright January 2000, Crain Communications Inc.

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