Hertz Global, whose car rental brands include Hertz, Dollar and Thrifty, has selected MEC as its media agency of record for the U.S., Canada and Latin America, effective immediately.
The appointment follows a media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency.
The company reported total advertising costs of $170 million in 2015.
The media planning and buying incumbent was FKQ Advertising, based in Florida.
The firms said that MEC will serve as lead integrator across Hertz’ agency roster to enable “the holistic application of data, creativity, and innovation for maximum business impact.”
Barrie D'Rozario DiLorenzo won the client’s creative account late last year. The car rental giant’s brand positioning agency is Lippincott.
Matt Jauchius, EVP and CMO of Hertz Global Holdings, stated, ”We’ve determined that MEC is the right media planning and buying partner for Hertz Global and our portfolio of brands. We look forward to tapping their strategic planning, creativity and best-in-class analytics and insights capabilities in the digital space as we go to market in support of our Hertz, Dollar and Thrifty brands.”