The company plans to appoint a single agency to handle all of its print, press, DM and digital advertising. It has already approached several above- and below-the-line agencies and plans to shortlist four to pitch for the £20 million account.
The move to centralise its marketing activity into one agency marks a shift in Hertz's advertising spend towards direct and digital channels.
Hertz currently has no retained direct marketing agency, but has worked on a project basis with agencies including Wunderman and DDB WWAV.
Its most recent DM push, produced by DDB WWAV was aimed at recruiting more consumers to its "Number One Club" loyalty scheme.
In 2006, Hertz completed a review of its advertising by appointing Fullsix UK to its digital advertising account, and Rainey Kelly Campbell Roalfe/Y&R to handle its pan-European advertising business.
The advertising account has since been largely dormant.