Ex-United Ad Director in Car Rental Post

CHICAGO Vanguard Car Rental, the parent of National Car Rental and Alamo Rent A Car, has named Jerry Dow chief marketing officer.

Most recently worldwide advertising director of United Airlines in Elk Grove Village, Ill., Dow will oversee marketing—including advertising, promotion and sponsorships—for both of Vanguard’s car rental brands. He will report to William Lobeck, president and CEO of the Tulsa, Okla., company.

“[Dow’s] leadership ability and marketing expertise are well-known and recognized within the travel industry, and he will be instrumental as we continue to grow marketing share for both National and Alamo among the top-tier car rental providers worldwide,” Lobeck said in a statement.

While at United, Dow oversaw several marketing initiatives, including the most recent effort, which uses animation and illustrations to sell the airline. A client representative said the company was considering “a variety of alternatives,” but stressed United is happy with its current agencies. United’s lead advertising agency is Publicis Groupe’s Fallon in Minneapolis.

Vanguard spent $20 million advertising both brands last year, according to Nielsen Monitor-Plus. The company’s agencies are DG&A in Los Angeles and The Lacek Group, a division of WPP Group’s Ogilvy & Mather, in Minneapolis.