Hertz Global Holdings, the company that owns car rental brand Hertz, has appointed Preacher as creative agency of record following a competitive review managed by Creative Haystack.
The Austin, Texas-based independent shop, whose stature has quickly grown in recent years, will oversee the namesake Hertz brand and Dollar, a budget-friendly car rental alternative. In a statement, Preacher CEO Krystle Loyland called the agency’s new relationship “an opportunity to disrupt a category that’s ripe for it.”
Clearwater, Florida-based shop FKQ previously handled creative for Hertz, according to a brand spokesperson. FKQ will continue overseeing media planning and buying, while Shadow Lion, an agency co-founded by NFL legend Tom Brady, handles social efforts.
Since 2021, Brady has starred in several spots for the car rental brand. In an ad from Shadow Lion that debuted last week, the former New England Patriots and Tampa Bay Buccaneers quarterback promoted Hertz Car Sales, adding the title of “used car salesman” to his resume. Brady will continue to feature in Hertz’s advertising under Preacher, the spokesperson said.
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.
Last June, General Motors awarded Preacher the GMC account. Asked if the Hertz account presents a conflict, Loyland said in a statement that GMC is “aware of the win and supportive of us.” With Hertz “primarily in the travel and service/hopsitality industry,” it serves as a different role than GMC in the “automotive ecosystem and targets different customer needs,” she added.
Preacher also works with Foot Locker, Shake Shack and High Noon maker E&J Gallo. In October, the agency made its first move outside Texas by establishing a presence in Amsterdam.
