Ogilvy has been tapped by Enterprise Holdings, the company that operates several rental car services, to lead global brand strategy as it looks to drive future growth in the mobility sector, after a pandemic downturn due to the pandemic competition with ride sharing and mobile technologies including autonomous vehicles and 5G changing the landscape.
Ogilvy is partnering with St. Louis-based Enterprise Holdings to further strengthen its brands, which include Alamo Rent a Car, Enterprise Rent-A-Car, National Car Rental and Alamo Rent a Car. The contract includes Ogilvy’s Growth & Innovation unit developing overall brand strategy, positioning, architecture, identity and design standards. Enterprise Holdings spent around $25 million on media in 2020, according to data consultancy COMvergence.
Last year, Enterprise Holdings also launched reviews to shake up its digital and media agency partners as it seeks to expand its marketing efforts. Ogilvy took the brand strategy account following a three month review. Ogilvy is the first agency of record to lead global brand strategy, so there was no incumbent agency, according to the agency .
“We’re thrilled that Enterprise Holdings has chosen Ogilvy to be its brand strategy partner. Their purpose and ambition create an opportunity to further enhance their trusted brands while also shaping where mobility goes next,” Ogilvy global CEO Andy Main said in a statement. “We’ve seen first-hand how mobility has started to revolutionize entire industries and provide an ever-growing mobility ecosystem. We look forward to partnering with the team at Enterprise Holdings to create innovative ideas and scale them to drive value for Enterprise, their customers and mobility business partners.”
“Mobility has grown just as we have and as we look ahead, it’s exploding with new possibilities. As we continue to build and invest for the future, we were looking for a strong partner to work alongside us to unlock new growth opportunities and help us deliver on our brand purpose,” added Enterprise Holdings evp, global mobility and customer experience Randal Narike. “Their team brings a deep understanding of the mobility landscape and a data-driven approach to building brands that will bolster our efforts to be the leading mobility provider in the world.”