Advantage Designates Anderson

Anderson Marketing Group has become the lead agency for Advantage Rent-A-Car.

There was no review for the ad-vertising account of the San Antonio-based client. Billings are undisclosed.

The San Antonio shop will be responsible for the company’s radio, television and online work, in addition to point-of-purchase materials and loyalty programs.

Advantage has 150 locations in nine Western and Southwestern states, including New Mexico, Oklahoma and Texas.

Kich & Co. of San Antonio previously handled the account and produced mainly print executions. As Advantage expects to have a heavier production schedule, it sought agencies with full-service capabilities, said client director of marketing operations Traci Esch.

Advantage also wanted an agency that could work with Web sites like Expedia and Travelocity, to which the client pays marketing fees in exchange for preferred placement and other marketing tools, Esch said.

The client’s two primary objectives for its new shop: strengthen in-store materials and the customer-loyalty program.

Anderson currently handles in-store materials for Diamond Shamrock, experience Esch considered “a big plus.” The marketing director also said she liked the agency’s production capabilities and its culture.

“Both companies have a reputation for making sound decisions, while thriving on the latest ad-vances in our respective fields,” said agency president Julius Germano.

Advantage spent $700,000 on media last year, per CMR.