Impact Advertising wins creative duties for Taiwan's Carplus

The decision was announced last night and follows a four-way pitch that took place in late January, also involving BBDO Taiwan, United Advertising and incumbent agency Toplan.

The client and the agency will discuss the details of the contract before the end of this month.

Carplus is one of two main car rental companies in Taiwan, along with Easy Rent. The two currently hold a similar market share. "In fact, consumers can't really tell the difference between them," said an industry source close to the pitch.

“Our previous ad campaigns tended to focus on our services,” Roger Chen, associate manager for the marketing planning division of Carplus said. “We hope to build a more distinctive brand positioning though our partnership with the new ad agency.”

Carplus was founded in 1984, and has grown from a small local company to one of the largest car rental and leasing companies in Taiwan with more than 20 leasing and rental offices island-wide, including multiple counters at Taiwan High Speed Railroad stations.

The company ventured into Mainland China, opening its first office in Suzhou Industrial Park in 2007, before branching out to Shanghai, Kunshan and Hangzhou.