Yesawich Exit Does Not Slow Thrifty Review

Thrifty Car Rental’s review for its $10 million account is proceeding as scheduled, according to a company official, despite the resignation today of its top marketing executive and the withdrawal of one agency finalist.
Thrifty vice president of corporate communications Meloyde Blan-cett-Scott said last week that “there is no effect on the search process,” although Tom DeNardin is resigning after 18 months at the Tulsa, Okla., company to return to Colorado Springs, Colo. DeNardin could not be reached for comment at press time.
Last week, Yesawich, Pepperdine & Brown of Orlando, Fla., stated it has pulled out of the review. Agency officials declined to elaborate.
Making presentations Sept. 28-29 are The Richards Group, Dallas; Bernstein-Rein Advertising, Kansas City; and Cliff Freeman and Partners, New York. Advertising Agency Register, New York, is assisting with the review.
DeNardin was vice president of marketing, advertising and sales. Thrifty president Donald Himelfarb will handle DeNardin’s duties in the interim while candidates are sought for the post, Blancett-Scott said.
Blancett-Scott said DeNardin took an undisclosed position “outside the travel industry” in Colorado, where he was formerly a key marketing executive with Western Pacific Airlines. “It’s more of a desire to be with his family and to work in Colorado Springs,” she said.
DeNardin was hired in May 1997 to take over for Bob Dimmick, who left after 10 years at Thrifty to become corporate vice president of advertising and marketing at National Car Rental Systems in Minneapolis. Besides Western, DeNardin also worked for United Airlines and America West Airlines.
The account went into review in June after Thrifty and incumbent Ackerman McQueen, Oklahoma City, could not agree on a creative strategy. Ackerman resigned the account, but remains on board until a new shop is named.–with Jim Osterman