Hertz Hands Digital Duties to G2

WPP Shop Has Ties to Hertz Exec

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NEW YORK (AdAge.com) -- Hertz has tapped WPP digital agency G2 for digital duties after a review, according to executives familiar with the matter. The new relationship is a reunion of sorts for G2 and one former exec at the agency, Jerry Preyss, now vp-global brand and innovation at Hertz, according to his LinkedIn profile.

G2 referred calls to Hertz, which could not immediately be reached for comment.

Omnicom digital agency Atmosphere Proximity had been handling recent digital work for the rental car company and is expected to retain some work. The agency will still be launching a new brand campaign for Hertz Advantage, Andreas Combuechen, chairman-CEO of Atmosphere Proximity, told Ad Age. Omnicom sibling Organic and Publicis Groupe's Digitas also participated in the Hertz digital pitch.

That the business ultimately wound up at G2 is interesting given the connection to Mr. Preyss, who joined the rental car company this past August, per LinkedIn. In 2007, he was CEO of digital agency Refinery when it was acquired by G2. At that time, he became president of a new G2 office in the Philadelphia area.

Hertz's Lisa Diliberto, senior-director, global brand marketing, was said to be leading the pitch process, but Mr. Preyss was on the review committee.

Omnicom's DDB handles offline work for Hertz but did not participate 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.

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