Avis Rent a Car, Inc.
900 Old Country Rd.
Garden City
New York
11530
USA
tel: (516)222-3000
fax: (516)222-3777
website: http://www.avis.com
WE TRY HARDER Campaign
Overview
In 1962 Robert Townshend took the reins as CEO of Avis Rent a Car, Inc., a company that had not posted a profit in 15 years. He stipulated that he have a free hand in exchange for a promise to turn around the company. Realizing the power of advertising to give a spin to a brand's image, he contacted half a dozen ad agencies with an unusual proposition: "I have $1 million to spend, and I need $5 million worth of impact." All but one laughed. Bill Bernbach of Doyle Dane Bernbach...
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