New PHD has scooped EasyRentacar's media planning and buying
account without a pitch after the car rental chain split from its
incumbent agency, MindShare, last week.
EasyRentacar parted company with MindShare three months after appointing
the media agency to handle the pounds 11 million pan-European account.
MindShare had won the account following a three-way pitch against Carat
and Starcom Motive. Matters Media, the EasyRentacar incumbent, did not
The account, which is worth pounds 2 million in the UK, will now be
split among local markets, rather than being centralised into one
agency. Media Planning will handle the business in Spain, the
second-largest market for EasyRentacar, and independent agencies will
run the media account in France and The Netherlands.
Industry sources suggest that EasyRentacar and MindShare decided to end
the business relationship following disagreements over business
However, the split is said to be amicable and MindShare will continue to
work on the pounds 12 million global account for EasyEverything, the
internet cafe chain owned by EasyGroup. The media agency also picked up
the online shopping business EasyValue.com alongside MediaVest last
The other incumbent agency on EasyGroup's business is BBJ, which was
appointed last September to handle the EasyJet account. BBJ won the
business following a pitch against Zenith and BJK&E.
EasyRentacar's creative work is handled in-house.
EasyRentacar, which is owned by Stelios Haji-Ioannou, launched in March
2000 and was billed as the world's first online car rental company. It
plans to have 30 outlets across Europe by the end of this year and
become a major player in the car rentals market by its third year.
EasyGroup is launching an online financial services company this summer,
EasyMoney, which will be a credit-card service.
Media buying for this business will be carried out in-house.