The agency beat out four others for this sought-after account, according to Tammy Sheu, managing director of JWT Beijing.
WE Marketing Shanghai was the client's incumbent agency, appointed back in May 2011.
The country’s largest car rental company will be co-branding its outlets with Hertz for the next five years after Hertz bought a 20 per cent stake in China Auto Rental (CAR) in April.
JWT will establish a brand strategy, build on WE Marketing's past creative work and consolidate CAR's leading market position, according to the agency.
CAR will also leverage its partnership with Beckham (pictured) to promote its new 'cloud strategy' initiative, which offers rentals of cars on an anytime, anywhere, on-demand and pay-for-use basis.
Lu Zheng Yao, CEO of China Auto Rental (CAR), said the company plans to make car rental more convenient via central purchasing and resource sharing.
Sheu revealed that Lu attends almost all agency meetings, a testament to the level of importance the company places on branding and marketing.
China's car-leasing market is expected to grow to be worth US$6.1 billion in 2015, according to figures from Roland Berger Strategy Consultants.
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