Europcar Interrent has given the Bates network the task of raising
its profile in the increasingly cut-throat car rental market across
The company is reported to be backing its initiative with a spend of
between pounds 8 and pounds 10 million, of which about pounds 1.5
million is for the UK budget.
Bates won the business in a final battle with FCB after Young & Rubicam,
Publicis and McCann-Erickson, the incumbent of eight years, had been
Dominick Lynch-Robinson, one of the more senior creatives at Bates
Dorland in London, will be European creative director on the business,
although creative work will be produced in Hamburg by the Bates
subsidiary, Scholz and Friends.
John Stubbings, the Dorlands chief executive, said: ’Europcar doesn’t
have a very strong image in the UK, but it does have a potentially
strong brand franchise. The company has some innovative new products
coming up in a market where there isn’t a lot of innovation.’
The Bates agency in France, where Europcar is based, will co-ordinate
the advertising, which will begin next February in the UK, France,
Germany, Belgium, Spain, Italy and Portugal. Media buying will be
handled by Zenith.
Some of the budget will go on TV, although the bulk is likely to go into
outdoor, particularly airport sites.
Bates takes on the business at a time when Europe’s major car rental
players, including Europcar, Hertz and Avis, are falling prey to
smaller, newer competitors.