TCOB bags Fiat, Alfa Romeo and Jeep

TCOB has been named creative and marketing AOR for three auto brands under Swire Motors Group Fiat, Alfa Romeo and Jeep.After a pitch that included Ogilvy & Mather and WE Marketing, independent TCOB was picked for its "innovative ideas", a spokesperson from Swire Motors told Marketing.The agency stood out for its non-traditional advertising and outdoor work, ideas the auto brands are embracing as they gear up to target a younger audience, the spokesperson added.The agency will be responsible for a wide range marketing activity from creative, media planning, digital marketing, content and above-the-line strategies.TCOB, which was behind last year's global launch of the Infiniti Q50, is the first agency-of-record for the Italian carmaker as it gears up to flex its muscle across the city.Alex Brazendale, director of TCOB, said it was the agency‘s ability to deliver ideas that resonate, which ultimately pulled them over the line."Every client we talk to now wants to be surprised and taken back. If the idea is right, these guys just get it," he said."Jeep is all about the experience and Fiat gives us that massive creative freedom.""Everything has to be call-to-action, particularly for the automotive industry, I think some agencies miss that point. At the end of the day our job is to sell."The agency has already began work on the Jeep brand, which will be released soon.