Construction B2B Marketing Droga5

Droga5 tasked with 'ambitious mandate' from equipment giant United Rentals after account win


By Bennett Bennett, Staff writer

September 6, 2018 | 3 min read

Droga5 has been appointed as lead creative and strategic agency for United Rentals, the world’s largest equipment rental company.

United Rentals | Droga5

Droga5 has picked up its second win in as many weeks with United Rentals business / Anthony Ginsbrook via Unsplash

The company, which has an integrated network of over 1,060 locations across North America and Europe has asked Droga5 to handle its next phase of growth through a new communications strategy.

United Rentals has been looking to position itself as a leader in quality of its large-scale construction offerings to help build the modern worksite.

Long seen as an equipment rental brand for projects, the brand has hoped its new agency partner can increase consideration across its portfolio of services.

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 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.”

This is the second win in as many weeks for the agency: it was also tapped by alkaline water brand Essentia to aid in the bottler’s fast-rising growth.

Construction B2B Marketing Droga5

More from Construction

View all


Industry insights

View all
Add your own content +