A day after naming Ogilvy as its lead global brand strategy agency, Enterprise Holdings has chosen UM as its media agency of record for its portfolio of brands, including Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car.
The IPG Mediabrands agency will take on all media strategy, planning, buying, data and analytics duties for Enterprise Holdings across its primary global markets in North America and Europe, following a review. In addition to global brand strategy and media, Enterprise Holdings also launched a digital review last year.
“The travel industry is poised for an exciting period of growth, and we are confident that UM’s unique approach to partnership and media strategy will help drive our expansion in key global markets,” Chris Almeida, vice president of global marketing and digital for Enterprise Holdings, said in a statement. “It has never been more critical to evolve and innovate as we look to the future, and UM’s data-driven capabilities will advance our goals of building out our marketing and technology solutions to support our diverse brands and business portfolio.”
“We are thrilled to welcome Enterprise Holdings to the UM family,” UM global CEO Eileen Kiernan added. “We look forward to leveraging our futureproof approach to drive data-fueled innovation and performance for the company and its iconic brands, accelerating its transformation to the world’s leading mobility company.”
This is the second account wwin for UM this month, as it was recently named US media agency of record for Behr paint brands.