Enterprise Rent-a-Car: 20 years of marketing-led growth
Geoffrey PrecourtWARC Online
It was barely 20 years ago that Hertz was such an advertising powerhouse that one corporate history of the company devoted an entire chapter to its relationship with O.J. Simpson - an affiliation that generated the tagline, "Hertz, the superstar in Rent-a-Car." It mirrors the success of Avis' "We Try Harder" campaign from Doyle Dane Bernbach three decades earlier. That work proved so popular and so durable that it ranked tenth in an Advertising Age competition to find the best campaign of all time.
In 1990, however, the twin...