• by Joe Mandese  @mp_joemandese, April 29, 2021

Rental car marketing giant Enterprise Holdings, which includes the Enterprise, National and Alamo brands, has tapped IPG Mediabrands UM unit as its media agency of record.

The assignment includes media strategy, planning, buying, data and analytics across Enterprise Holdings' primary global markets in North America and Europe.

The win comes as consumer and business travel is rebounding in many markets following pandemic-related shutdowns.

“The travel industry is poised for an exciting period of growth," Enterprise Holdings Vice President of Global Marketing Chris Almeida stated, citing UM's "data-driven capabilities" as an explicit reason for the win.