Harrison Cowley lands Hertz pan-European account

Hertz has appointed Harrison Cowley as its first pan-European agency and dropped five-year UK incumbent Compass PR.

Hertz Europe head of public affairs Ben Hall said it had switched from a travel to a consumer shop to reflect the changing nature of the car rental and travel industry: 'The market is unrecognisable from a few years ago. Car rental is now a must-have rather than an add-on.'

More people are travelling independently and using the internet for bookings, while fewer companies are using corporate travel bookers, Hall added. HC will co-ordinate campaigns with Hertz's in-house teams in France, Germany, Italy, Spain, Switzerland and Benelux, and implement campaigns in the UK Executive director Sally Habergham leads the account from HC's London office.  

'Our first campaign is launching Hertz's sat-nav system Neverlost, which is being rolled out across Europe and is specifically designed for travellers,' she said.

HC prevailed after a five-way pitch and a final-stage shootout against one other agency to scoop the six-figure account.

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