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Major creative agencies are finalists in an agency review for United Rentalsthe world's largest equipment rental company you may have never heard of.

United Rentals spent $2.5 million on measured media in the U.S. in 2017, according to Kantar Media, but the company seems poised to invest more as it searches for a lead ad agency. The company, founded in 1997, uses a handful of creative agencies for marketing communications work, "but no true ad agency," says the company's CMO Chris Hummel.

"We are going through a review process to select an advertising agency to lead our branding, creative and activation," Hummel said in an emailed statement. "This process is part of a multi-year program to elevate the experience of our customers across all digital and physical touch points."

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