• by Steve McClellan  @mp_mcclellan, September 6, 2018

United Rentals has appointed Droga5 New York as its new lead creative and strategic agency after a competitive pitch. Previous work has been handled by a range of agencies on a project basis.

Droga5’s appointment comes as United Rentals looks to its next phase of growth and is looking to their communications strategy to help fuel that growth. The client is projecting revenues in the range of $7.3 billion to $7.6 billion in 2018 up from about $6.6 billion last year according to its latest annual report. Advertising expense in 2017 was “immaterial” per the report. 

United Rentals CMO, Chris Hummel, commenting on the appointment, said, “In the face of intense competition and some great work from all participants, Droga5’s work stood out with strategy and creative that was smart, relevant, deep and layered. United Rentals is the market leader in an important B2B sector, and Droga5 captured the soul of our complex business both as it is today and how we want it to be tomorrow.  We look forward to seeing these ideas come to life and impact our company’s performance.” 

David Droga, founder and creative chairman of Droga5, added, “There may be few organizations in the US that are as comprehensive or influential as United Rentals. They are literally helping transform building sites, skylines and futures. We couldn’t be more thrilled for the opportunity and look forward to trying to live up to their ambitious mandate.” 

The first work is expected to debut in early 2019. 

Avidan Strategies was responsible for managing the search process.