The digital agency won the account after a competitive pitch against rivals, including incumbent agency LBi.
The brief for TBG also includes responsibility for easyCar’s pay-per-click, affiliates and aggregator activity, as well as display media and creative, with campaigns starting on October 1.
Amber Vodegel, account director at TBG, will oversee the work, with Mark Tomblin, director of strategy, providing strategic advice. TBG joins Rocket, which handles its offline media planning and buying account.
EasyCar, part of Sir Stelios Haji-Ioannou’s easyGroup, is looking to boostits business performance, even though consumers are worrying about the state of their finances.
Bill Jones, chief executive at easyCar, says: “There is a clear desire among people to cut back on their spending and get a bargain, but they are not cutting out their annual holiday because they feel they deserve a break for a couple of weeks of the year.
“We think our site – which helps people get the best deal on their hire car, whether in the UK or overseas – is perfectly suited to capitalise on this mood,” he adds.
Simon Mansell, TBG’s managing director, says: “Online marketing is a key part of easyCar’s growth strategy, and we have some exciting ideas for developing its presence on comparison sites and elsewhere.
“Part of our recommended strategy is based on bespoke technology that measures easyCar’s stock levels and margins against what its competitors are doing. This allows us to vary our pay-per-click bidding accordingly,” he adds.
EasyCar currently provides vehicle rental in more than 2,400 locations in over 60 countries, including the UK, USA, Spain, France, Greece and South Africa.