MEC Canada has picked up the Hertz media assignment after the GroupM network was named the company’s media agency for the Americas, effective immediately.
The win covers Hertz Global’s Hertz, Dollar and Thrifty brands. MEC Canada CEO Michele Pauchuk confirmed the account win to Marketing on Tuesday, but said the agency had not yet been briefed on the assignment.
According to a story on MediaPost.com, the assignment is a consolidation of several functions including media planning and buying, strategy, digital, SEO, mobile, analytics and insight, as well as affiliate marketing with one agency.
Hertz Global reported a loss of US$51 million for the three months ended March 31, compared with a loss of US$70 million in the corresponding year-earlier period.
The company said excluding the impact of foreign currency, revenues declined 5% on the basis of a 7% decline in total revenue per day, which was partially offset by a 2% increase in transaction days.
It said worldwide customer satisfaction as measured by its Net Promoter Score rose by more than 5% in the first quarter, helping the company achieve what it called a “record-level” customer satisfaction score on a global basis.
Hertz had previously awarded its European assignment to MEC’s fellow GroupM network Mindshare in 2014.
The Americas win comes less than a year after the company’s appointment of Matthew Jauchius as executive vice-president and chief marketing officer. Jauchius had previously spent nearly 10 years with insurance company Nationwide.
