Hertz hands pan-European brief to Smarts Communicate and Stack

MSQ-owned agencies Smarts Communicate and Stack have been named as the joint pan-European content agency for car rental company Hertz, following a six-way pitch.

Stack, specialist in customer acquisition and engagement, will work with PR and content agency Smarts Communicate to lead Hertz’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 teams’ key role will be to lead key international markets, as well as their agencies across Europe.

Working closely with markets such as France, Germany, Italy and Spain, Smarts Communicate and Stack plan to produce a centralised marketing comms plan.

Paul Wareham, senior brand and comms manager at Hertz, said: “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.”

Peter Reid, CEO of MSQ Partners, 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.”