• by Steve McClellan  @mp_mcclellan, December 30, 2014

Car rental giant Enterprise Holdings has appointed Isobar, part of the Dentsu Aegis Network, as its digital agency of record, the company confirmed today.

Enterprise Holdings, which claims it’s the largest car rental company, operates the Enterprise, National and Alamo car rental brands.

The Isobar AOR assignment is global. In addition to helping the client develop a comprehensive digital strategy, Isobar will focus on  marketing, mobile and web customer experiences across the Enterprise, Alamo and National properties.

Enterprise Holdings spent $4.2 million on Internet display ads in the U.S. in 2013, according to Kantar. The firm's worldwide Internet spending level wasn't immediately available.

Isobar sibling agency 360i will remain on the client’s roster as the lead agency for social and performance media, Enterprise confirmed.

“Our top priority as a company over the course of the next year is to create a digital experience that really reflects how consumers behave on a daily basis,” said Pat Farrell, chief marketing and communications officer at Enterprise Holdings. “We like the depth of experience Isobar brought to the table in terms of large, complex projects and are confident that we’ve got the right partner on board to help us reach our goal.”

Added Isobar Co-CEO Geoff Cubitt: “Our interactions with Enterprise made it clear that incredible customer service is the foundation of their business and that there is a real passion for innovatively delivering that great experience in the digital realm.”

Enterprise Holdings and its affiliate Enterprise Fleet Management include extensive car rental and car-sharing services, commercial truck rental, corporate fleet management and retail car sales. The company reported revenues of $17.8 billion in its fiscal year 2014.