Media buying, handled by BBJ Media Services in the U.K. and Carat across the rest of Europe, is not affected by the move.
Spending through M&C Saatchi in the U.K. and FCB across the Continent was limited last year, but Alamo's budget is expected to increase in the year from September as the company expands its European operations.
Also, the European headquarters, which is in the process of relocating from West Drayton, Middlesex to Brighton, East Sussex, will from now on run its marketing programs more independently from the U.S.
Alamo, which was set up in Fort Lauderdale, Florida in the 1970s, entered the U.K. as a bridgehead to Europe in 1990. The company claims to be the third largest car rental operation in the world in terms of fleet size, with 1995 revenues of $1.3bn.
Alamo's major European markets are now the U.K. and Germany, but advertising is intended to cover many more countries where the firm operates both managed locations and licensees. Media will be a mix of TV, print, posters and radio. The marketing mix will also include sponsorship.
No-one at Alamo, nor Grounds Morris, was available to comment on the reasons behind the move.
Copyright July 1997, Crain Communications Inc.