The Hertz Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
The Hertz Corporation, headquartered in Naples, FL, is a vehicle renting corporation with locations throughout the world. The company's wholly owned subsidiaries include: Hertz Equipment Rental Corporation, Hertz Claim Management Corporation, and Hertz Local Edition. Hertz distinguishes itself from the competition by offering navigation systems, SIRIUS satellite radio and a unique selection of convertibles, coupes and SUV's.
|Main Telephone||(201) 307-2000|
The Hertz Corporation ContactsContacts (5/15)
|Thomas K.||Senior Executive Vice President & Chief Financial Officer||NJ|
Sample of Associated Brands
|Robin K.||Chief Accounting Officer & Senior Vice President||NJ|
|Jodi A.||Executive Vice President & Chief Marketing Officer||FL|
|Kathy M.||Chief Executive Officer & President||FL|
|Bob S.||Executive Vice President, Global Sales & Marketing||FL|
|The Hertz Corporation||*******|
|Hertz - Latin America||*|
|Hertz Equipment Rental||****|
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Campaign Imminent: Hertz hires Barrie D'Rozario DiLorenzo as creative AOR
Subject: Digital, online, social media, TV, outdoor
Company: Winmo), one of the largest auto rental companies in the world. Hertz, which operates its namesake brand Dollar, Thrifty and Firefly.
Opportunity: Three months after appointing a new CMO (more OMD, NY still handles traditional media, according to The List.
Note that BD’D's hire reunites the agency’s management with (relatively) new Hertz CEO John Tague. Tague worked with the agency during his time at United Airlines. Even though Hertz has been steadily decreasing media spend since 2012 (per Kantar), the hire of a new agency signals a new campaign is imminent.
Incumbent: DDB, NY, which had handled the account for four years, according to The List.
Media Spend: According to Kantar Media, Hertz spent $15.3 million on measured media in 2014 – down 45.4% from 2013. Most of this spend was allocated to digital display ads ($7.1 million), while the remainer went to broadcast ($2.4 million), print ($3.2 million) and radio ($2.5 million).
TV Breakdown: ISpot reports that Hertz has only spent $289,000 on national TV ads this year to support a small national TV flight in March that ran on NBC, Golf Channel and Tennis Channel during “PGA Tour Golf,” “ATP Tennis” and “WTA Tennis.” For the same period last year, Hertz spent $1.1 million on national TV ads.
Digital Breakdown: Per Moat, Hertz has run 323 display ads on 7,379 publishers so far this year. Top ad destinations include united.com, livenation.com, hotwire.com, marriott.com and priceline.com (only 6% of these ads were placed site direct compared to programmatic). Hertz has also run 57 high impact ads this year.
For the same period 2014, 392 display ads were run on 4,788 publishers (29% of these were placed site direct). In 2014, only 29 high impact ads were run.
999 Vanderbilt Beach Rd.
Naples, FL 34108
Chief Marketing Officer
Director, CRM & Loyalty Marketing
Manager, Interactive Brand Marketing