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Hertz Europe has awarded its advertising and direct communications business to one of the world’s leading independent agency groups, Iris Worldwide. The through-the-line agency will be responsible for developing strategic, integrated European marketing programmes for Hertz, a top 100 worldwide brand as recognised by Business Week. The appointment is part of the vehicle rental company’s new centralised approach to pan European marketing, which will build on the company’s Love the Road brand positioning and 90 year heritage of innovation.
Most recently voted number one across all criteria in Marketing Week’s Annual Agency Reputations Survey, Iris Worldwide has a solid reputation of providing trusted, innovative and reliable services. Hertz’s global procurement outsourcing partner, ICGCommerce, managed the agency selection process.
Elizabeth Norris, Head of Brand and Communications at Hertz Europe, said: “Our new organisation and our new ambitions for the brand have created the need for a more strategic and integrated approach across Europe. We felt that Iris Worldwide is the right agency partner to help us deliver great creative that supports our heritage and expertise in the rent-a-car market, while building upon our Love the Road brand positioning.”
Six and Co has previously worked as an agency partner of Hertz Europe and may retain some areas of the digital business. The company helped Hertz Europe successfully launch many strategic marketing initiatives, including the websites of the company’s low-cost car rental brand, Simply Wheelz (Spain).