JWT Beijing Wins China Auto Rental
JWT Beijing has won the branding communications business for China Auto Rental Holdings Inc., which recently sold a stake to Hertz and signed on David Beckham in an historic endorsement deal.
China Rental, which is the country’s largest car rental company, is in expansion mode. In April, Hertz Global Holdings agreed to buy at 20% stake in China Auto Rental, and provide the company support services. China Auto Rental and Hertz will cobrand their rental outlets across the country as part of that deal. Last week, the company also announced it had signed an endorsement deal with David Beckham, his first advertising agreement since ending his career in soccer.
China Auto Rental, or CAR, will leverage its partnership with Beckham to promote its new Cloud Strategy, which will allow the company to offer shared resources of cars on an anytime, anywhere, on demand and pay-for-use basis.
“China Auto plans to reduce the car using cost and improve the convenience of car rental via central purchasing, resource sharing and effective management. It will lead to a new generation of car rental and car usage life in China,” said Lu Zheng Yao, Chairman of the Board and Chief Executive Officer of China Auto Rental Holding Inc.
JWT Beijing beat out four other agencies for this sought-after account. JWT will serve as CAR’s branding partner, and will establish a brand strategy, strengthen its creative work and consolidate its leading market position.
CAR Holdings, which leads the market in terms of scale, network and brand recognition, is known among consumers as one of the country’s best advertisers, and routinely wins consumer choice awards for its engaging ads. The company’s CEO attends almost all agency meetings, a testament to level of importance the company places on branding and marketing.
“This is an innovative company with a clear vision of where they want to go. JWT Beijing and CAR have the same vision for the brand’s future, and we’re thrilled to work with them to help cement their position in the industry,” said Tammy Sheu, Managing Director of JWT Beijing.
