• by Steve McClellan  @mp_mcclellan, April 26, 2021

Car Rental giant Enterprise holdings has appointed WPP's Ogilvy as its new brand strategy agency after a review that began last year, the companies confirmed today.

There was no incumbent although the company has two other separate and ongoing reviews including a media assessment in which incumbent PHD was invited to defend. A digital review also continues.

Like many other businesses, the pandemic made 2020 a tough year for the car rental business. Enterprise Holdings, which owns Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands and several related businesses reported total revenue for fiscal year 2020 of approximately $22.5 billion down around 13% from $25.9 billion in the prior fiscal year.

Competitor Hertz filed for bankruptcy protection last May.

Enterprise Holdings spent $50 million on measured media in 2019, according to Kantar.

“As we continue to build and invest for the future, we were looking for a strong partner to work alongside us to unlock new growth opportunities and help us deliver on our brand purpose,” stated Randal Narike, executive vice president, global mobility and customer experience at Enterprise Holdings. Ogilvy, he added, “brings a deep understanding of the mobility landscape and a data-driven approach to building brands that will bolster our efforts to be the leading mobility provider in the world.”