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The second time was a charm for Bernstein-Rein Advertising, which last week picked up Thrifty Car Rental’s $10 million account.
The Kansas City, Mo., agency was chosen over fellow finalists Cliff Freeman and Partners, New York, and The Richards Group, Dallas, after a three-month review. Incumbent Ackerman McQueen, Oklahoma City, resigned the account in June over creative differences.
Thrifty president Don Himmelfarb said Bernstein “really distinguished themselves” with a strong strategic positioning presentation. He would not disclose details about that positioning, but said airports will likely be a key growth area for the company.
Thrifty is the only major chain that derives equal revenues from the local rental and airport rental segments.
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