NEWS: Lowes lands dollars 10m Avis European branding role

The Lowe Group has scooped Avis’s dollars 10 million-plus full-service advertising across Europe, heralding a major return by the car rental group to above-the-line advertising in Britain and Europe.

The Lowe Group has scooped Avis’s dollars 10 million-plus full-service

advertising across Europe, heralding a major return by the car rental

group to above-the-line advertising in Britain and Europe.



Lowes won the business following a four-way pitch, which ended with a

head-to-head against Bates Dorland. The original shortlist also included

TBWA and Publicis.



Its new campaign, which is expected to launch at the end of the summer,

will run across print, poster and television. Creative work is likely to

concentrate on creating a brand identity for Avis.



Avis - which is best known for its 60s slogan, ‘We try harder’ - has

confined itself to below-the-line and trade-press promotions in recent

years.



The change of heart has been prompted by the development of new services

that Avis hopes will enable it to compete more effectively with Hertz,

its biggest European rival.



A year ago, Avis appointed Grey Integrated and the sales promotion

agency, Black Cat, to handle its below-the-line account. The two

agencies are expected to continue working with Avis on below-the-line

business in the UK.



Morag McCay, Avis Europe’s European marketing director, said: ‘Lowes has

demonstrated a keen talent and strength, both centrally and locally, and

we look forward to working closely with the agency.’



David Jones, the Lowe Group Europe chief executive, said: ‘The win is

very pleasing. Avis is a well-known brand internationally and it’s great

to have a famous blue-chip name in your portfolio. We’ve now got a

chance to do something really interesting.’



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