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NATIONAL SELECTS DETROIT AD AGENCY W.B. DONER FOR MARKETPLACE POSITIONING ASSIGNMENT

 MINNEAPOLIS, Dec. 9 /PRNewswire/ -- National Car Rental/Interrent has named W.B. Doner & Company of Southfield, Mich., as a strategic partner in the repositioning of the company's brand in the travel and transportation industry.
 "We've been on a seven-month journey here at National to turn this company around," said Jay Alix, National's chief executive officer and principal and founder of turnaround firm Jay Alix & Associates. "And this selection and the breakthrough campaign that will follow should send a strong signal to the industry."
 The choice of Doner came after a search that involved the evaluation of over 100 companies in the advertising business, on-site visits to 19, and final presentations by four.
 "This was a tough assignment," said National's Vice President of Marketing Dan Knudsen. "We saw a lot of good advertising agencies and some terrific work, but we had to find the one most capable of putting their finger on the pulse of our customers' needs."
 According to Knudsen, accountability and depth of thinking were essential ingredients in the final selection. "Business in the nineties is about taking responsibility for success and failure, and being flexible enough in your thinking to adapt to both," said Knudsen. "Car rental is a crazy business stuck in the middle of another in a never- ending series of transitions, and we needed someone quick on their feet.
 "We saw four dynamite presentations, and the selection committee went back and forth several times on the pros and cons of each approach. But in the end, Doner represented the right mix of brains, chemistry, and creativity we were looking for," Knudsen concluded.
 National Interrent features General Motors vehicles, and services over 5,000 locations in 130 countries worldwide with system members Tilden Interrent in Canada; Europcar Interrent in Europe, Africa and the Middle East; and Nippon Interrent in Japan and the Pacific Rim.
 -0- 12/9/93
 /CONTACT: Michael J. Olsen, V.P. of corporate communications, of National Car Rental/Interrent, 612-830-2537/


CO: National Car Rental/Interrent ST: Minnesota IN: AUT SU:

CP-AL -- MN014 -- 2373 12/09/93 16:57 EST
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Publication:PR Newswire
Date:Dec 9, 1993
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