Word: hertz
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...When Hertz gave its $7,500,000 account to the agency, the new strategy was almost immediately apparent to Ally. "Up to then," he says, "this had been a one-sided dialogue." Along with turning it into an argument, Ally also set out to see whether Avis' innuendoes-that Hertz had dirty ashtrays and sullen service-were true. Flying his own Beechcraft on an inspection trip, he toured airports, where most car rentals take place. At each stop, Ally says, he prowled through parking lots of both companies, emptying ashtrays into paper bags. "There wasn't an awful...
...three years, Hertz Corp., the No. 1 company in the U.S. car-rental field, stood stolidly by while Avis Inc., No. 2, successfully needled away with its "We try harder" advertising campaign. But no longer. Now Hertz, having changed ad agencies, is trying to turn Avis' own theme against it. Typical of the new Hertz ads: "For years, Avis has been telling you Hertz is No. 1. Now we're going to tell...
...Hertz take so long to hit back? Carl Ally, 42, head of a four-year-old agency that bears his name and now holds the Hertz account, explains the delay this way: "If a little guy comes up to you on the street and tugs at your coat and you swat him, everybody will say, 'You shouldn't have done that.' But if you walk on for 14 blocks and he keeps tugging, then people think you're justified to punch...
...Tough with Avis. Hertz's punch has already received a response from Avis. As written by Doyle Dane Bernbach, the latest Avis ad reads in part: "They've come out with a get-tough-with-Avis campaign. Why?" Avis suggests that it is "because No. 1's share of the rent a car business is getting smaller," cites a drop from 56% to 50% in Hertz's share of the market in 26 key places since the original Avis campaign began. Another reason is that Ally, a fighter pilot in World War II and the Korean...
...Hertz-RCA fusion will mean benefits for both companies. Hertz, with Greenebaum still in the driver's seat, will have more money to expand and keep its lead in the business. Meanwhile, having branched out from automobiles to leasing everything from construction cranes to hospital beds, Hertz may be able to help its new parent. RCA is coming on fast as a manufacturer of computers. But most customers are anxious to lease such equipment rather than to buy it. Hertz's longtime leasing experience will be handy...