Following on from their recent success of having been appointed to handle Avis Europe’s Pan European direct marketing account, Web Liquid together with creative partner Acknowledgement, have won a separate, competitive pitch for the Avis pan-European display network account, initially expected to cover up to 11 markets.

Once again Web Liquid will lead the media strategy, planning, buying, data analysis and optimisation whilst Acknowledgement will develop and execute the creative strategy in close collaboration.

The agencies will be responsible for developing and expanding the direct customer channel in all key European media markets via a performance based program. A heavy focus on the progression of advanced technologies will be initiated in order to maximise ROI.

Nicola Stone, Retail Marketing Manager for Avis Europe commented, “Key Avis markets have already strongly benefitted from early adoption of online advertising network activity; these best practices and learnings are now required to be implemented across the balance of our main European markets. Our vision challenges Web Liquid to evolve this already successful model to become even more relevant and effective within our direct customer segment. ”

David Shiell, Founding Partner of Web Liquid added “This was a very involved proposal focused on an increasingly complex area. Whilst Web Liquid has a long heritage of delivering successful performance based media programs for other clients such as Hilton Hotels and British Airways Openskies, we had to strip back our model and rethink our entire approach to ensure we were offering Avis Europe a ‘best of breed’ solution that would fit their specific budgetary, business and operational requirements. This win once again highlights Web Liquid’s ability to compete successfully with large scale agency networks. I think what our team developed is ground breaking and will lay the foundation for how future performance programs are processed and optimised.”

Tom Jordan, Managing Director of Acknowledgement said “Successful online advertising needs relevant placement and great creative. Traditionally clients have had to choose between appointing an agency offering both media and creative (accepting that most agencies will excel in one aspect but not the other), or appoint a separate media agency and creative agency that don’t talk to each other. The partnership between Acknowledgement and Web Liquid is the perfect model for people considering digital campaigns. Each is a market-validated specialist in their respective craft and we have demonstrated through our joint pitch insights and suggested approach that we come together as one team to offer joined up thinking. We look forward to working with Avis on campaigns that deliver value, cut through and results.”

Read more at Brand Republic

About David Shiell

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