United Rentals Appoints Droga5 After Competitive Pitch

United Rentals today announced that Droga5 New York has been appointed as their lead creative and strategic agency after a competitive pitch.

Droga5’s appointment comes as United Rentals looks to its next phase of growth and is looking to their communications strategy to help fuel that growth. By demonstrating their technological advancements and why United Rentals is the best partner, from end to end, they are leading the way to define what the modern worksite can be across large-scale construction and industry. United Rentals hopes to change perceptions amongst their target audiences and increase consideration across their portfolio of services, not just equipment rental.

United Rentals CMO, Chris Hummel, commenting on the appointment, said, “In the face of intense competition and some great work from all participants, Droga5’s work stood out with strategy and creative that was smart, relevant, deep and layered. United Rentals is the market leader in an important B2B sector, and Droga5 captured the soul of our complex business both as it is today and how we want it to be tomorrow.  We look forward to seeing these ideas come to life and impact our company’s performance.”

David Droga, founder and creative chairman of Droga5, added, “There may be few organizations in the US that are as comprehensive or influential as United Rentals. They are literally helping transform building sites, skylines and futures. We couldn’t be more thrilled for the opportunity and look forward to trying to live up to their ambitious mandate.”

The first work is expected to debut in early 2019.

Avidan Strategies was responsible for running the agency search and selection process.