Avis: Partnership on an equal footing
In the fast-moving and turbulent digital market, stable long-term relationships between agencies and clients cannot be taken for granted.
Partnership fueled by shared incentives
The fragmentation of media channels and devices in recent years has led to a division for the agency world as well. Agencies have a new challenge to not only keep their clients constantly relevant to consumers, but they must also reinvent their own client engagement to ensure a business partnership that goes beyond just a traditional agency model. We have not only sustained an 11 year relationship with Avis Budget Group, but have redefined the role of an agency to ensure true business partnership for the future.
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The first port of call was to ensure we moved past the role of a marketing partner and define ourselves as a business partner that is fully imbedded to drive results that truly moved the needle for Avis. We took a holistic view on the overall business goals and consumer journey by implementing a consumer centric approach to global planning that was underpinned by data and insight. We broke down silos by building a multi-discipline team on a global level that span across data, SEO, paid media, content and strategy - all areas that have a direct impact on the Avis customer journey and Avis' bottom line.
We have not only sustained an 11 year relationship with Avis Budget Group, but have redefined the role of an agency to ensure true business partnership for the future.
A new revenue-share fee model was introduced, which focused both parties on performance and growth with shared risk and shared reward. This forward thinking approach allowed us to advise across e-Commerce, Finance, Pricing and Marketing Strategy within the Avis organization.