When word spread that Fiat, the Italian carmaker, was returning to the U.S. after a 28-year absence, Laura Soave, the brand's new North American head, was inundated by advertising agencies hoping to win Fiat's business. But the ad pitches made her cringe. "Every single one of them used Italian flags, the Leaning Tower of Pisa and an Italian accent when they were reading the storyboard to me," she said. "It was painful."
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