EasyGroup appoints Publicis for easyCar TV ad brief

LONDON - EasyGroup, the no-frills services operation founded by Stelios Haji-Ioannou, has appointed Publicis as its first creative agency with a brief to take its online car rental operation on to television.

The agency is preparing a plan to make to Haji-Ioannou -- who was instrumental in its appointment -- the frontman for the TV initiative.

Haji-Ioannou has stayed in touch with Publicis since he featured in its brand-building campaign for the Post Office two years ago. "We have become a natural reference point for him in terms of managing his brand values," the Publicis joint chief executive, Grant Duncan, said.

The campaign is expected to lead to a doubling of the £1.5m easyCar adspend, which is confined to press and posters.

Founded in 2000, easyCar plans to increase its European fleet from 7,000 vehicles to 24,000 over the next two years. The company recently appointed Alan McWalter, the former Marks & Spencer marketing director, as an independent director.

EasyCar wants to promote its low-cost positioning. It allows customers to rent by the hour. It has stripped costs to a minimum by operating from NCP car parks, having only one member of staff on each site and getting customers to clean their cars.

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