After a competitive pitch managed by Creative Haystack, Hertz has awarded its creative business to Austin based indie agency, Preacher. The agency beat out incumbent Clearwater, Florida-based shop FKQ. FKQ will continue overseeing media planning and buying, while Shadow Lion, an agency co-founded by NFL legend Tom Brady, handles social efforts.
Tom Brady has featured in several spots as a used car salesman and his role will continue under the new agency. We all await his Oscar winning performances.
Hertz Global Holdings’ worldwide advertising expenses totaled $264 million in 2024, $285 million in 2023 and $262 million in 2022, according to its latest annual filing. The company had measured U.S. media spending of $48 million through the first nine months of 2024 and $83 million throughout 2023, per data from MediaRadar. We’re guessing the massive losses from buying 100,000 Teslas that no one wanted isn’t reflected here.
if you remember, Preacher also nabbed some GMC business last June (not a conflict with Hertz) so they’re doing well and scaling up. Other clients include Foot Locker, Shake Shack, and High Noon maker E&J Gallo. Last October they established a foothold in Amsterdam.
Sign up