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
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.’