The car rental company, Avis Europe, has chosen WCRS rather than
its newly appointed roster agency, Lowe Howard-Spink, to create
advertising for the group’s flotation on the UK stock market this
Both the rival agencies were asked to pitch for the campaign, which
broke this Tuesday, at the same time as the announcement that Avis
planned to list on the stock exchange in April.
The flotation, which will raise pounds 250 million for its Belgian
owners, D’Ieteren, is the second time Avis has gone public. The group
initially came to the stock exchange in 1986, but was bought out by
D’Ieteren three years later.
WCRS’s group director, Julian Hough, said the win showed that clients
appreciated the experience the agency had gained by running ads for four
out of the last five Government privatisations, and that this expertise
transplanted well into the private sector. WCRS is also handling media
for the campaign, which consists of text-based ads aimed at potential
investors. Expenditure is expected to top pounds 500,000.
Lowes was appointed by Avis last March for a multi-million pound media
blitz across Europe, its first above-the-line branding exercise for
several years. However, the campaign, originally scheduled for last
summer, has not yet broken in the UK.
The flotation is expected to value the group at around pounds 700
million, compared with pounds 270 million when it last listed. The group
operates in 11 markets where it owns or leases the Avis format.