Hertz Reviews Digital Duties

Auto Rental Giant Said to Be Seeking Mobile Capabilities

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NEW YORK (AdAge.com) -- Hertz is on the hunt for a digital agency of record, according to several executives familiar with the review. Atmosphere BBDO has been handling recent digital work for the rental car company, including new assignments for Hertz's rent-to-buy products and Connect service.

The Omnicom digital agency will be participating in the review, as are sibling Organic and Publicis Groupe's Digitas. The agencies referred calls to client; Hertz could not be immediately reached for comment.

One executive said the auto-rental giant is looking for a U.S.-based digital agency with strong mobile capabilities to head global efforts. The New Jersey-based company claims to be the world's largest general use car-rental brand, operating 8,600 locations in 146 countries. Iris Worldwide was awarded business for Hertz Europe in 2008.

Omnicom's DDB handles offline work for Hertz but is not participating in the digital review.

Hertz spent nearly $20 million in U.S. measured media in 2009, and $12 million during the first half of this year, according to Kantar Media.

Earlier this year, Hertz and DDB launched a multimillion-dollar campaign called "Journey on," which included some online work.

Hertz had strong third-quarter earnings and is the No. 1 airport car-rental brand in the U.S. With its car-sharing service ConnectIt, the company is also increasingly going after younger, tech-savvy consumers that have flocked to Zipcar in recent years.

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