EasyCar appoints head of European marketing

Car hire company easyCar has appointed Jennifer Mowat as its commercial director, a new position which has been created to take on responsibility for the company’s European marketing strategy.

Mowat was formerly UK country manager for internet auction site eBay but left in December 2001 to pursue an MBA in Switzerland. Previously, she was head of marketing for Associated New Ventures, part of Associated Newspapers.

EasyCar, founded in 2000, is an online booking service and part of Stelios Haji-Ioannou’s easyGroup. The company plans to expand, increasing its European fleet from 7,000 vehicles to 24,000 over the next two years.

Marketing has so far been handled by Haji-Ioannou and easyCar managing director Andrew Fitzmaurice. Advertising is put together in-house and PHD Media handles media planning and buying. Mowat says there are no plans to review these arrangements. The company spent &£1.43m on advertising in the year to September 2002 (Nielsen Media Research).

EasyCar is battling with the Office of Fair Trading to avoid having to implement a seven-day cooling-off period after a booking has been made. The company argues that this would affect its business model and it would lead to it tripling its rental prices. After receiving complaints from easyCar customers, the OFT has applied to the High Court for an injunction to make the company comply under the Direct Selling Regulations.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here