Hertz has tapped WPP's MEC to support its brands in the U.S., Canada and Latin America.
MEC will act as lead agency across the car rental giant's agency partners "to enable the holistic application of data, creativity, innovation for maximum business impact," according to a statement.
"We've determined that MEC is the right media planning and buying partner for Hertz Global and our portfolio of brands," said Matt Jauchius, exec VP and CMO of Hertz Global Holdings, in the statement. "We look forward to tapping their strategic planning, creativity and best-in-class analytics and insights capabilities in the digital space as we go to market in support of our Hertz, Dollar and Thrifty brands."
The move comes less than a year since Mr. Jauchius joined Hertz from Nationwide, where he had worked for nearly a decade. His departure had come months after Nationwide faced backlash for airing a controversial Super Bowl ad featuring a dead child.
FKQ Advertising, based in Florida, was the incumbent for Hertz media buying and planning. Hertz also works with Barrie D'Rozario DiLorenzo and Lippincott .
MEC sibling agency Mindshare already represents Hertz in EMEA, so the MEC selection extends the relationship with WPP media agency network GroupM.
According to Hertz Corp.'s 10-K, the company's worldwide advertising costs were $170 million in 2015, and $199 million in 2014, including spending on Hertz, Dollar and Thrifty.