The Interpublic agency Initiative handles the account, which it retained in a similar pitch in 2012.
Hertz confirmed the review but gave no further comment. Initiative also declined to comment.
Initiative has worked with Hertz since 2009, when it won a pitch against Manning Gottlieb OMD and OMD International.
Hertz recently rebranded globally and introduced a new logo. It is rolling out remodelled high-tech stores around the world, aiming to reflect a "dynamic and modern approach". Hertz’s flagship London store is in Marble Arch.
Adam & Eve/DDB, the UK creative incumbent, is not affected by the pitch.