Cow picked up the retained account, thought to be worth £100k a year, following a five-way pitch.
The specialist consumer brief will focus on building their brand within the UK leisure market and mainstream media. The agency will focus on highlighting the firm's technological innovations, such as its weDeliver service that includes home delivery as standard and free to customers within a ten-mile radius.
According to Jenny Smith, brand manager at Europcar: ‘In 2010 the leisure market and young professional markets are our main focus and Cow showed a strong understanding and experience in this field.'
The account will be overseen by Cow director Mark Perkins, who commented: ‘Europcar was really pushing for bold campaigns in a sector that doesn't have much media cut-through, so we're relishing the opportunity to get started.'