Budget Rent A Car has consolidated local marketing responsibilities around the country with Robert Brandt & Associates in Hinsdale, Ill.
The account, previously handled on a market-by-market basis by a variety of shops, encompasses local marketing--including direct mail, point-of-sale and public relations--for Budget rental units other than those in airports. Hill, Holliday, Connors, Cosmopulos in Boston continues as national brand agency for Lisle, Ill.-based Budget.
Brandt was selected after a review in which agencies presented strategic suggestions for Budget openings and local-market programs, said agency president Bob Brandt. Billings for the account were not disclosed.
"Budget is committed to increasing and unifying support programs at the local level and to building their local market share," Brandt said. "Our role will be to create and manage those programs nationally."
Budget plans to add 100 locations to its current 700-unit system this year, the agency said.
Brandt said his agency's pitch was strengthened by its membership in Second Wind, a cooperative network of small and midsized agencies. Fellow members were called on to provide insights into their markets and offer event-marketing suggestions. In return, those agencies may be subcontracted by Brandt to provide local store support for Budget, such as grand-opening events, he said.
Brandt's other clients include MasterCard, for which it handles programs targeting college students.