The car rental specialist has shortlisted three agencies to pitch for the business, which includes advertising and direct marketing for the consumer rental company Alamo and its corporate car rental brand, National Car Rental.
The company has invited the incumbent integrated marketing agencies RHC and Positive Thinking, which handle the consumer and corporate accounts respectively, to compete for the business.
Dawn Clayton, Alamo's consumer marketing manager, said: "We are reviewing all of our marketing and we're seeking a lead agency to handle both corporate and leisure marketing. The agency appointed will do both above- and below-the-line work."
The review follows Alamo's recent acquisition by Europcar. The car rental giant bought the entire Vanguard Car Rental Holdings European business for £450 million in November 2006.