FKQ Advertising, Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Male Millennial, Gen-Z Opps: Hertz launches new creative work featuring brand ambassadors (Score 53)

Sales lead: Get in touch now to see if you can score some of these extra ad dollars. 

• Hertz just debuted some fresh creative work as part of its "Hertz. Let's Go!" campaign. 
• The push includes over 30 ads, with a hero spot featuring Yvonne Orji and Tom Brady. 
  • The brand announced it has extended its deal with Brady through 2024.
• The ads will be supported across Hulu, Disney+, Max, Peacock, Warner Bros. Discovery, Pandora, YouTube, Facebook, Instagram, and TikTok. 
• Hertz received creative support from Shadow Lion, FKQ, and Blue Memo, with X2PR providing PR support. 
• Hertz will utilize social media more in order to reach new & younger consumers. 
• You can read about Hertz's recent sponsorship deal here. 

Target demographic: Gen-Zers & millennials with a male skew

The company will likely:

• Increase ad spend over the next few months
• Continue shifting ad dollars from TV to digital channels
• Seek additional brand ambassadors & influencers

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Hertz spent $7.6k on national TV ads YTD after not allocating any budget toward this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $82.6k in 2021 to $27.2k in 20222. 
• Ad programming: It placed ads during programming such as Pickleball, Formula 1 Racing, PPA Tour Pickleball - Live, and Center Court. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Hertz spent approximately $14.3m on digital display ads YTD, a significant increase from $5.9m spent in this channel during the same time period of 2022. 
• YTD data: 1.8b impressions via Instagram (49%), Facebook (25%), YouTube (17%), desktop display (7%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 24% from $12.7m in 2021 to $15.8m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, rentalcars.com, and priceline.com. It placed 5% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as expedia.com, orbitz.com, vrbo.com, travelocity.com, and quora.com. 

Additional channel insights  

• Vivvix: Hertz also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: NPR News Now, The Economist Podcasts, Stories from NPR: NPR, FOX News Hourly Update, and Skip and Shannon: Undisputed. 

Agency analysis:

• Opportunity: Keep reaching out to the new CMO to see if you can pick up some of Hertz's business. 
• Current roster:
  • FKQ Advertising: creative & digital
  • Shadow Lion: creative
  • Blue Memo: creative
  • X2PR: PR