Alamo Starts Contacting Agencies

NEW YORK-Several agencies have been asked to compete in the Alamo Rent A Car review, sources said.
Shops contacted by the Ft. Lauderdale, Fla.-based company include: Lowe & Partners/SMS, McCann-Erickson and Foote, Cone & Belding, all in New York; and DDB Needham, Dallas, sources said. GSD&M in Austin, Texas, declined an invitation to participate, sources said.
Agency executives either declined comment or referred calls to the client, which could not be reached. Ana Rojas-Filliben, a senior director at Alamo’s in-house agency, Tower Advertising Group in Ft. Lauderdale is helping to conduct the review.
Ten-year incumbent Hal Riney & Partners last week formally resigned the account, citing creative differences. Sources said the agency’s relationship with the client deteriorated after Republic Industries bought the company last year.
The account was $12 million last year but could be worth $20 million next year, sources said. Executives at Republic, which also owns National Car Rental and Value Rent-A-Car, are considering hiring a single shop to create ads for those businesses. Harris Drury Cohen, Ft. Lauderdale, handles creative assignments for National. Gray, Kirk VanSant is Value’s shop. Agency executives and the client declined comment. The company is also considering hiring a separate media buying service, sources said.
-Jennifer Comiteau with staff reports