BBDO Joins Hertz Roster

NEW YORK BBDO has joined the Hertz roster after a review in which the incumbent, Omnicom Group sibling DDB in New York, retained its lead agency status on the business two weeks ago, the company said.

The client also kept OMD as its primary media partner. first reported Hertz’s decision to retain DDB and OMD on March 5. The client has now confirmed those appointments.

BBDO had been the only other finalist left in the process after WPP Group’s JWT was eliminated.

The client said BBDO would handle “new strategic initiatives for the car rental company, while its Atmosphere interactive unit will do online creative for Hertz along with OMD Digital.”

Hertz spent approximately $75 million in domestic measured media in both 2006 and 2005, according to TNS Media Intelligence.

“The rental car business is a highly competitive arena. BBDO impressed us with their understanding of the business and our needs, their strategic thinking, creativity and energy, and we look forward to working with them on some of our most important initiatives,” said client evp, marketing and sales Brian Kennedy, in a statement.

Based in Park Ridge, N.J., Hertz has about 7,600 locations worldwide.

Other key BBDO clients include Lowe’s, Mars, Starwood, Gillette, Pepsi and AT&T/Cingular.