Ogilvy appointed to lead Global brand strategy for Enterprise Holdings

Enterprise Holdings has appointed Ogilvy to lead global brand strategy for the company. Enterprise Holdings Inc. owns and operates the Enterprise Rent-A-Car, National Car Rental and Alamo Rent-A Car brands.

Speaking on this new development, the executive vice president, Global Mobility and Customer Experience at Enterprise Holdings, Randal Narike, said: “Mobility has grown just as we have and as we look ahead, it’s exploding with new possibilities.

“As we continue to build and invest for the future, we are looking for a strong partner to work alongside us to unlock new growth opportunities and help us deliver on our brand purpose. Their team brings a deep understanding of the mobility landscape and a data-driven approach to building brands that will bolster our efforts to be the leading mobility provider in the world.”

The agency will be tasked with developing overall brand strategy, positioning, architecture, identity, and design standards.

Global CEO at Ogilvy, Andy Main, said: “We’re thrilled that Enterprise Holdings has chosen Ogilvy to be its brand strategy partner. Their purpose and ambition create an opportunity to further enhance their trusted brands while also shaping where mobility goes next.”

“We’ve seen first-hand how mobility has started to revolutionize entire industries and provide an ever-growing mobility ecosystem. We look forward to partnering with the team at Enterprise Holdings to create innovative ideas and scale them to drive value for Enterprise, their customers, and mobility business partners.”

Like many other businesses, the pandemic made 2020 a tough year for the car rental business. Enterprise Holdings, which owns Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands and several related businesses reported total revenue for fiscal year 2020 of approximately $22.5 billion down around 13% from $25.9 billion in the prior fiscal year.

There was no incumbent although the company has two other separate and ongoing reviews including a media assessment in which incumbent PHD was invited to defend. A digital review also continues.


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