It was reported in the summer that a number of network agencies had been approached about the scheme, which is designed to fight off increased competition from the likes of Europcar, Sixt and Hertz.
The points-based programme was approved by the Avis executive board earlier this year; if successful it could be rolled out worldwide.
Avis is believed to have given ICLP four-pronged brief: attract new high frequency customers, increase share of wallet from existing customers, differentiate Avis from the competition, and collect data to allow customers to be profiled.
ICLP claims to be the world’s leading loyalty marketing agency. Launched in 1987, the company’s clients include InterContinental Hotels Group, Virgin Atlantic, Motorola, L’Oréal and Porsche.
No-one was available for comment at either ICLP or Avis.
Web Liquid and Acknowledgement handle Avis’ affiliate marketing and digital display activity and ran a pan-European DM campaign last year positioning the company as a value-for-money, premium rental service. It is thought that these relationships are not affected by the appointment.
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