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The deal, believed to be worth more than £10m, was clinched after a pitch against Naked, the Engine Group and Smart Fusion.

The pitch was run by ICG Commerce along with Hertz head of marketing programmes David Oliver.

A spokeswoman for Iris said: "We will be supporting the centralisation of the Hertz European marketing operation."

The company will provide on and offline campaigns and CRM for Hertz, one of Europe's largest car hire companies.