Hertz Rent-A-Car has pulled its account from Roche Macaulay & Partners of Toronto.

Hertz was a Lowe SMS client, coming to Roche as part of its merger with The Lowe Group in July.

The car rental chain’s media spending in 1995 was just over $800,000, according to ACNielsen.

Andy Macaulay, Roche senior vice-president, says the decision by Hertz was not a surprise and had been expected since Lowe picked up the Avis business in Europe earlier this year.

Roche and Hertz will continue to work together during the run-out period of the contract.

Hertz’ national marketing manager and director of sales and marketing were both unavailable for comment at press time.

New York-based Wells Rich Greene/ BDDP is the u.s. Hertz agency.