The Paris-based, Volkswagen-owned firm has called in agency backing as it seeks to differentiate itself from brands such as Hertz, Budget and Avis.
Europcar MD Mark Brooker said: 'We are rated number one in Europe and our aim is to secure the same pole position in the UK.'
Companycare's MD is Paul Maguire, who joined earlier this year from QBO Bell Pottinger - by coincidence the recently appointed agency for Budget (PRWeek, 15 April).
- Former Hertz Europe PR chief Adrian Leighton is to join BGB Communications next month as an associate director. Leighton has worked at Travel PR since leaving Hertz in 2002.