Budget Rent a Car Corp. said late June 15 it has selected Cliff Freeman
& Partners, New York, to handle creative for its $40 million to $50 million account. The announcement came after Fallon
McElligott, Minneapolis, said it had decided not to take the account because of a disagreement on compensation. Chicago-based Starcom
, Leo Burnett
Co.'s media services unit, will handle media planning and buying. Lisle, Ill.-based Budget sent requests for proposals to several agencies this spring. Mike Gavelek, Budget VP-marketing, said selection of Freeman follows several initiatives, including express-service and customer-loyalty programs. An integrated media campaign is expected this fall, emphasizing brand identity for the No. 3 car and truck rental system. Publicis & Hal Riney, Chicago, previously handled the account. Budget Rent a Car is a wholly owned subsidiary of Budget Group. Fallon McElligott Chairman Patrick L. Fallon said his agency withdrew because of a disagreement over compensation. "It's the first time in our 18-year history where a potential partnership broke down based on financial considerations," he said.
Copyright June 1999, Crain Communications Inc.