The Baltimore advertising firm Gray, Kirk/VanSant has won a contract to represent Value Rent-A-Car, an account worth about $8 million in annual billings.
Value will be the company's second largest client, behind Choice Hotels International. That account has annual billings of about $20 million.
A subsidiary of Mitsubishi Motors, Value Rent-A-Car has offices in 49 resort locations around the country, with 35 sites in Florida alone.
"This is a big win for us," Roger Gray, president and chief executive officer of the advertising company, said in a prepared statement. "Five of the Southeast's top agencies made it to the final round. Value is a company with aggressive growth plans and we're thrilled to be a part of their team."
Gray, Kirk/VanSant officials said the company's expertise in travel and tourism accounts helped it win the contract.
The campaign will involve placing advertisements in markets all over the country, although not on network television, said Jeff Millman, the agency's creative director.
Gray, Kirk/VanSant pitched no particular campaign to Value, Millman said, because the rules of the competition prohibited it. Instead, the agency tried to convey its ability to plan a campaign, he said.
The win will mean more jobs at Gray, Kirk/VanSant, which currently employs 75. "How many [jobs] and of what type, we're not yet sure of because we're now in the planning process," he said.
Gray, Kirk/VanSant is the second largest advertising agency in Baltimore, with annual revenues of more than $100 million.
Pub Date: 11/20/96