Avis is mum on marketing Zipcar but will keep its name

01/2/2013 | Advertising Age (tiered subscription model)

Avis Budget Group said it is keeping the Zipcar name after its $491 million acquisition of the company, as it considers it "to be a very strong brand, the worldwide leader in its segment," according to a spokesman. The company didn't comment on marketing plans for Zipcar, which was in the middle of choosing a creative agency last year when Chief Marketing Officer Rob Weisberg left the company. Avis itself changed shops only about a year ago, and it also recently dropped its longtime tagline "We try harder."

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