Vehicle Company to Increase Marketing Efforts

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A correction has been made in this story. See below for details.

DETROIT ( -- Cendant Corp.'s Budget Truck Rental arm named McClain Finlon, Denver, as its creative agency of record after a five-week review, the marketer and agency said.

Marketing plans
Mira Brand, vice president of marketing, said McClain will handle branding, messaging development, direct mail, guerilla tactics, Yellow Pages creative, online banner ads and some collateral. Interpublic Group of Cos.' Wahlstrom Group, Stamford, Conn., handles Yellow Pages ad buys. She said the marketer is still considering how to handle other media buying, outdoor advertising and trade print. Public relations is beign handled in-house.

Cendant acquired Budget Group in October 2002. Budget Group acquired Ryder TRS rental trucks in 1998.

Budget Truck Rental spent $39,600 in measured media in 2004, according to TNS Media Intelligence, inlcuding a presence online and in the Yellow Pages, handled by Indigo of Denver, and Wahlstrom, respectively.

Ad spending is expected to rise to at least several million dollars with the new marketing initiative.

Car rental account with McCann
Cliff Freeman & Partners, New York, had handled both Budget's car and truck rental units until two years ago, when Interpublic Group of Cos.' McCann Erickson, New York, won Budget Rent a Car. McCann also handles Cendant’s Avis Car Rental.

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CORRECTION: An earlier version of this story incorrectly named two agencies that had been finalists in the review, WongDoody, Seattle, and Romann Group, New York. The article also reported that Budget had been on a two-year ad hiatus. In fact, the marketer had a presence online and in the Yellow Pages. Furthermore, the article incorrectly reported McClain Finlon was handling consumer and trade print and PR.

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