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|James B.||International Chief Executive Officer||London|
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|Sebastien T.||Analytics & Insights Director||London|
|Elaine H.||Business Director||London|
|Stefano I.||Senior SEO Account Executive||London|
|Elena G.||SEO Account Executive||London|
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Future Opp- Score 37: Avis Budget Group bolsters marketing; digital still in flux
Subject: Digital, Outdoor, Press, TV, Summer Holiday, Q3, Agency Opportunities, SMEs.
Company: Avis is the internationally recognised (and internationally operated) car hire company.
Opportunity: Promoted Samantha Lee to director of UK marketing and partnerships and brought on Elliott Pritchard as online marketing director. Both have decades of experience -- Lee in omnichannel marketing and automotive, and Pritchard in hospitality and digital.
Pritchard's role had been vacant since late last year, when Alice Coley Pathmatics. Don't miss your flight sellers! Desktop and mobile saw spikes this H1, so expect the same in 2017. Sellers should reach out before the end of this year as Avis plans for peak summer holiday season.
unique has covered digital. New hires often put agency relationships in jeopardy so look for shake-ups once the agencies reach the two-year mark. Digital/creative/media and even sponsorship agencies could have a shot at the multi-million marketing spend in just over a year.
Experience: Lee has worked in marketing and communications for 20 years for Ford Motor Company, Ann Gray Associates and Percepta before joining Avis in 2014. Her skills include strategy, CRM, business development, customer insight, social media and digital.
Pritchard has worked in digital for also nearly 20 years across companies including MarketingNet, Travel Republic, Triptease and eCommerce nut. His specialties include SEO, online, PPC, user experience, strategy, hospitality and eCommerce.
Media Spend: This H1 saw a significant marketing increase to £1.85m. While outdoor and press saw slight drops, Avis supplemented with an internet ramp up and a £1.7m TV boost, which was non-existant last year.
In 2015, the company only spent almost £230k across press, outdoor and internet.
Digital Breakdown: Per Pathmatics, since January, Avis Budget Group spent over £204.6k on a mostly desktop strategy that generated over 51m impressions. The chart to the right details the spending shares but programmatic and site direct are close to balanced. Top publishing sites include travelsupermarket.com, expedia.co.uk, livejournal.com and ebay.co.uk.
Last year, the company spent £961k on digital presence that generated over 61m impressions. The majority was spent on video ads with a smaller portion going towards desktop. Favouring a mostly site direct strategy during this time, top publishing sites included youtube.com, telegraph.co.uk, travelsupermarket.com and wikia.com.
Target Audience: A recent survey showed that more than 50% of SME bosses will hire luxury cars to bolster their image for corporate meetings and events. (research here)
Competitors: Fellow fleet services and rental companies include Fraikin bringing on a new CEO.
Avis Budget Group
Avis Budget House
Berkshire RG12 2EW
T: 0844 544 5555
Mr Elliott Pritchard
Online Marketing Director
Ms Samantha Lee
Director, Marketing & Partnerships - UK
Mr Darren Peacock
Brand Marketing Director - EMEA
Mr Sebastien Tachet
Analytics & Insight Director