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Clearwater ad firm lands big rental car deal

By KRIS HUNDLEY
Published June 10, 2006

The contract is expected to generate more than $20-million in billing for the agency, among the biggest accounts handled by a Tampa Bay area ad firm.

FKQ is no stranger to the world of rental car advertising. For the past 20 years, it has handled various segments of the Dollar Rent a Car ad business. In late 2002, Dollar's parent company, which had formerly handled its two brands as separate companies, consolidated operations and bid for a single agency to handle both brands.

Brian Carpenter, vice president of sales, marketing and advertising for Dollar Thrifty, said: "We were confident one agency would be able to rise to the challenge of maintaining each brand's identity while allowing us to leverage resources and best practices."

Lisa Faller, FKQ's president, has worked on the Dollar account for two decades. She said she was excited her agency will be handling the Thrifty brand as well.

"We'd watched Thrifty and the top eight car rental companies for years," Faller said. "And we think we'll be able to appeal to the value-conscious traveler with both brands."

Together, Dollar and Thrifty have operations in more than 70 countries, including about 800 corporate and franchised locations in the United States and Canada.

Faller, whose company has a staff of about 90, said the agency added 15 employees recently to handle the new contract and has several openings. In addition to the Dollar and Thrifty business, FKQ was just named agency of record for Davidoff's cigars. Other clients include Badcock Home Furniture & more, the Tampa Bay Lightning and Tampa General Hospital.

Kris Hundley can be reached at hundley@sptimes.com or 727 892-2996.

[Last modified June 10, 2006, 06:03:45]