New PHD takes over from MindShare on EasyRentacar task

New PHD has scooped EasyRentacar's media planning and buying

account without a pitch after the car rental chain split from its

incumbent agency, MindShare, last week.

EasyRentacar parted company with MindShare three months after appointing

the media agency to handle the pounds 11 million pan-European account.

MindShare had won the account following a three-way pitch against Carat

and Starcom Motive. Matters Media, the EasyRentacar incumbent, did not


The account, which is worth pounds 2 million in the UK, will now be

split among local markets, rather than being centralised into one

agency. Media Planning will handle the business in Spain, the

second-largest market for EasyRentacar, and independent agencies will

run the media account in France and The Netherlands.

Industry sources suggest that EasyRentacar and MindShare decided to end

the business relationship following disagreements over business


However, the split is said to be amicable and MindShare will continue to

work on the pounds 12 million global account for EasyEverything, the

internet cafe chain owned by EasyGroup. The media agency also picked up

the online shopping business alongside MediaVest last


The other incumbent agency on EasyGroup's business is BBJ, which was

appointed last September to handle the EasyJet account. BBJ won the

business following a pitch against Zenith and BJK&E.

EasyRentacar's creative work is handled in-house.

EasyRentacar, which is owned by Stelios Haji-Ioannou, launched in March

2000 and was billed as the world's first online car rental company. It

plans to have 30 outlets across Europe by the end of this year and

become a major player in the car rentals market by its third year.

EasyGroup is launching an online financial services company this summer,

EasyMoney, which will be a credit-card service.

Media buying for this business will be carried out in-house.