28 November 2008
	PROFILES ARM

Type of agency - Advertising Ownership - 100% local Key person - Brian Wright Revenue - R15,8m Accounts gained - 6 Accounts lost - 1 Total clients - 14 Number of staff - 16 Equity - 25,1% Biggest client - Hertz You win some, you lose one. The loss of the Mutual & Federal account was quite a blow for ARM, but it more than made amends with the addition of new clients such as Hertz car rental - now the agency's biggest account - PG Bison and Hulamin. Hertz is an interesting case. Having been out of SA for many years, it struggled to gain a strong foothold once it returned. However, having finally regained reasonable market share, it called on ARM to launch a brand awareness campaign, albeit with a limited budget. Car rental is a service industry so it's all about brand experience. Using low-cost TV commercials, as well as business journals, outdoor and some inventive small ads, the company says the campaign has already achieved some success. After Hertz, the biggest accounts are Cobra, Cliffe Dekker Hofmeyr (the business law firm for which it devised an innovative campaign to attract top law students), Petzetakis Africa and PG Bison.