With Consultant Riding Shotgun, Ryder Account Hits the Road

Ryder TRS is conducting a review for its estimated $12-15 million ad account, sources said last week.
Ogilvy & Mather, New York, which has handled the account since 1986, is not expected to defend the business. The agency referred calls to the Denver-based client.
The review for Ryder, which rents trucks to consumers, is headed by Jim Gregory, the client’s vice president of marketing. He could not be reached on Friday.
It is believed that Ryder has retained consultant Bill Wielbacher to conduct the review. Wielbacher, who runs Bismark Corp. in Dennis, Mass., declined comment. Sources said the company plans to conduct a swift review. Geography is not expected to be a factor.
Ogilvy has not created a new campaign for Ryder TRS in years. The company has been running ads that carry the longtime theme “We’re there when you need us.” That line will likely be replaced by the winning agency.
Ryder is the second-largest truck rental company in the U.S., behind U-Haul. The company claimed revenues of more than $500 million in 1996.
Ogilvy was hired by Ryder System, Miami, which last October sold the consumer truck rental unit (TRS) to investment group Questor Partners Fund Ltd. –with Katy Eckmann