Car-Rental Giant Enterprise Holdings Adds Isobar to Roster

Taps Dentsu Aegis Shop to Create a New Digital Experience for Consumers

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Enterprise Rent A Car UK: Brad and Dave
Enterprise Rent A Car UK: Brad and Dave
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Car rental giant Enterprise Holdings, which owns and operates Enterprise, National Car Rental and Alamo car rental brands, has named Isobar its digital agency of record.

The Dentsu Aegis-owned shop will work with Enterprise Holdings' digital properties across the U.S. and globally, while sibling agency 360i will continue to support social and performance media.

"Our top priority as a company over the course of the next year is to create a digital experience that really reflects how consumers behave on a daily basis," said Pat Farrell, Chief Marketing and Communications Officer at Enterprise Holdings, in a statement. "We like the depth of experience Isobar brought to the table in terms of large, complex projects and are confident that we've got the right partner on board to help us reach our goal."

Isobar will lead the charge on an overall digital strategy, including mobile and web customer experiences across the three car-rental brands.

"Our interactions with Enterprise made it clear that incredible customer service is the foundation of their business and that there is a real passion for innovatively delivering that great experience in the digital realm," said Isobar Co-CEO Geoff Cubitt in the statement.

Enterprise worked with London shop Dare on a recent campaign for which it enlisted the help of "Horrible Bosses" director Seth Gordon to poke fun at the differences between U.S. and U.K. sales techniques. To illustrate its slogan, "U.K. car hire with U.S. customer services," the campaign featured a pair of sales guys, the loud American caricature Brad, and Dave, who's rather more reserved and British. It was Dave's job to translate Brad's over-the-top Stateside sales speak to the local customers, which he delivered with slapstick-style humor. Real Enterprise employees were featured as extras in the background.

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