Budget Rent a Car has centralised its advertising across Europe for
the first time and has appointed Euro RSCG Wnek Gosper to the task.
The agency will be responsible for raising the European profile of the
brand, which is trailing in third place behind Hertz and Avis.
It is not yet known how much the account will be worth across the
region, and media has yet to be finalised.
The agency will work alongside Mediapolis and Euro RSCG KLP on
through-the-line activity on a project basis for the next 12 months. It
is unclear how the news will affect incumbent agencies which include
’The travel market is going through a lot of changes and it’s great to
partner a forward-thinking company like Budget in the early stages of
planning a whole new marketing approach,’ Brett Gosper, the chief
executive of Euro RSCG, said.
The car and van rental company has more than 2,900 corporate and
licensee operated locations in more than 120 countries. It has undergone
a number of senior personnel changes, including the departure of its
international marketing director, Fabien Jacquet, in August.
He has been replaced by Robin Davies, formerly vice-president of
marketing for Hertz Europe.
Davies reports to the international vice-president of sales and
marketing, Roeland Moens, who was brought in from Europcar last year and
charged with improving its leisure offering.
Moens commented: ’We believe Euro RSCG will provide us with the right
expertise to promote some exciting new marketing programmes.’