WCRS scoops stock market flotation in UK for Avis Europe

The car rental company, Avis Europe, has chosen WCRS rather than its newly appointed roster agency, Lowe Howard-Spink, to create advertising for the group’s flotation on the UK stock market this spring.

The car rental company, Avis Europe, has chosen WCRS rather than

its newly appointed roster agency, Lowe Howard-Spink, to create

advertising for the group’s flotation on the UK stock market this

spring.



Both the rival agencies were asked to pitch for the campaign, which

broke this Tuesday, at the same time as the announcement that Avis

planned to list on the stock exchange in April.



The flotation, which will raise pounds 250 million for its Belgian

owners, D’Ieteren, is the second time Avis has gone public. The group

initially came to the stock exchange in 1986, but was bought out by

D’Ieteren three years later.



WCRS’s group director, Julian Hough, said the win showed that clients

appreciated the experience the agency had gained by running ads for four

out of the last five Government privatisations, and that this expertise

transplanted well into the private sector. WCRS is also handling media

for the campaign, which consists of text-based ads aimed at potential

investors. Expenditure is expected to top pounds 500,000.



Lowes was appointed by Avis last March for a multi-million pound media

blitz across Europe, its first above-the-line branding exercise for

several years. However, the campaign, originally scheduled for last

summer, has not yet broken in the UK.



The flotation is expected to value the group at around pounds 700

million, compared with pounds 270 million when it last listed. The group

operates in 11 markets where it owns or leases the Avis format.



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