Initiative is understood to have won Hertz’s £10m pan-European media planning and buying account. It is thought to have beaten Phd in a final pitch after MindShare was knocked out at an earlier stage.
The account was previously handled by Manning Gottlieb OMD in the UK and OMD International in Europe.
Hertz, the world’s largest car rental company, kicked off a full review of all its pan-European advertising and marketing roster in February.
In March, the company appointed Iris to handle its integrated pan-European advertising account after a pitch that also involved Naked, the Engine Group and Smart Fusion. The pitch was run by ICG Commerce and led by Hertz head of marketing programmes David Oliver.
The pitches have been caused by Hertz’s decision to pool its European marketing, including print, direct marketing and digital work, into one agency, and shift emphasis onto direct marketing and digital channels.