Budget Expands Its Review

Budget Rent A Car will follow its lead agency review with a competition for a consolidated $25 million Yellow Pages account, covering Budget and sister company Ryder TRS, a company representative said last week.
The Yellow Pages incumbents–Ketchum Directory Advertising, Chicago, for Budget, and TMP Worldwide, Miami, for Ryder–will be among the agencies invited to pitch the combined account, a representative of Lisle, Ill.-based Budget said. The review should get under way in the next few weeks.
The review for Budget’s lead agency was narrowed last week to four finalists, but one of them, Euro RSCG Tatham here, opted late in the week to bow out, having determined the client did not fit with its business plan.
Remaining in the hunt for the $35 million account are Cramer-Krasselt, Grant/Jacoby and Publicis-Hal Riney & Partners, all in Chicago. The incumbent, Hill, Holliday, Connors, Cosmopulos in Boston, was not invited to participate in the competition. Presentations are July 7-8, with a decision expected that week.
Included in the initial list of agencies considered for the Budget business was lead Ryder agency D’Arcy Masius Benton & Bowles in Troy, Mich., said Mike Gavelek, vice president of marketing at Budget. Although DMB&B is not a finalist, there are no current plans to fold the Ryder business into Budget’s, Gavelek said.
“That’s still to be decided, but right now we’re leaning the other way,” he said.
The Budget account includes not only advertising for the rental car business, but also work on Budget’s car sales operation, Cruise America, which rents recreational vehicles, and other planned acquisitions, which could result in total account billings growing to more than $50 million, Gavelek said.