The agency, which saw off competition from several undisclosed agencies to win the Hertz business, will now develop a pan-European strategic campaign to bolster the brand value in a market that currently has little consumer appeal.
The review followed the appointment of the new marketing director, Lesley Lindberg, amid plans by the car rental company to increase dramatically its advertising budget from the £500,000 it spent in the UK recently.
Separately, RKCR/Y&R saw off Delaney Lund Knox Warren & Partners in the final shoot-out for the global BAE Systems account. The pitch was overseen by the AAR.
BAE Systems, which is the UK's largest defence and aerospace company, is looking to refresh its corporate positioning and unite its various offerings under one overarching brand identity.
The new advertising campaign, which is expected to break in the spring, will develop BAE's brand communications to both governments and consumers.
Currently, BAE deals in everything from battleships to developing equipment for germ warfare, computer systems and commercial ships.
It is part of the European Airbus consortium, which has spent £6 billion developing the 555-seat A380 airbus, the world's largest-ever passenger plane.
BAE's earnings have risen in recent years. It reported a 4.5 per cent increase in operating profits for the first half of 2004.