National Car Rental awards major contract to W. B. Doner


W. B. Doner & Co., the state's largest advertising agency, has received a major contract from National Car Rental System Inc. of Minneapolis.

"It will be one of the top pieces of business at Doner," said Herbert D. Fried, chairman of Doner.

Mr. Fried would not disclose how much Doner would receive from the contract. But according to advertising trade publications, the National account was worth between $20 million and $25 million a year, which pays for all advertising and commissions to the agency.

The work would be split between Doner's two headquarters, in Baltimore and Detroit, Mr. Fried said. Baltimore would handle the direct marketing effort, and the Detroit office would be responsible for creative efforts, he said.

Mr. Fried did not know if additional workers would be hired for the work. Doner has 550 employees, with 150 in Baltimore and 230 in Detroit.

National, the country's third-largest rental car agency, has been attempting a turn-around since the beginning of the year when General Motors Corp. took over the company. National has not had a major advertising campaign since the end of 1992, National spokesman Michael J. Olsen said.

"We've been quiet for a long time, and it's time to let people know who we are and what we represent," he said.

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