Ogilvy triumphed against McCann Birmingham in the final shootout for the car hire company's business. A team from Rapp Collins and Burkitt DDB, and one from TBWA\London and Tequila\London, were eliminated at an earlier stage.
The company's EMEA advertising and marketing was previously handled by local agencies on a market-by-market basis. In the UK, Avis had several agencies, including McCann Birmingham and Rapp Collins.
Ogilvy has been briefed to create a unified strategy across all media, which will initially run in the company's five key markets: the UK, France, Germany, Italy and Spain. The work will continue to use the "we try harder" strapline created by Doyle Dane Bernbach in the 60s. The campaign will roll out in other European markets and South Africa at a later date.
Olaf Gueldner, Avis' EMEA marketing director, said: "We have lost our relevance in recent years. This new agency appointment is intended to revitalise the brand and bring relevance to our heritage."