Hertz appoints Stack and Smarts for Euro content brief

hertzMSQ Partner agency Stack has joined forces with sister shop Smarts Communicate to scoop the pan-European content account for Hertz, following a competitive six-way pitch.
Customer acquisition and engagement agency Stack will work with PR and content specialist Smarts to offer an integrated approach to the brand.
The team will lead the brand’s global content strategy, developing creative campaigns and content creation across all owned, earned and paid channels.
As Hertz’s central agency, one of the team’s key roles will be to lead key international markets and their agencies. Working closely with markets such as France, Germany, Italy and Spain, the team will produce a centralised marketing communications plan, offering ongoing support and brand guardianship to deliver a seamless campaign.
Hertz Senior brand and communications manager Paul Wareham commented: “We want rich content that not only engages our audience, but also drives business performance. We believe that the Stack and Smarts Communicate teams are just the people to do it. Their pitch stood out strategically and creatively. This is a team who really understands our ambitions and what we need to do to achieve them.”
MSQ Partners chief executive Peter Reid added: “Hertz is one of the most recognised brands in the world. They invented the car rental category and we are looking forward to working with them to reinvent it. We have put together a brilliant team from two of our MSQ agencies, Stack and Smarts Communicate, to ensure that the global team get best in class service across every part of this brief and beyond.”

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