The RAC has appointed Cogent to handle its £6m advertising account as part of an effort to improve its performance against the Automobile Association.
Cogent defeated WCRS and Mustoe Merriman Herring Levy in a three-way pitch after incumbent Woollams Moira Gaskin O’Malley was dropped from the shortlist in February.
Sources say that although WMGO’s “Knights of the Road” creative work was perceived to be successful, the AA’s “fourth emergency service” campaign, through HHCL & Partners, made the campaign look amateurish.
Cogent takes over the business at the end of May, but the agency’s creative work may not appear until the end of the year.
The business was put up for review last December when Tony Williams joined as marketing director for the RAC Motoring Division with a brief to review all marketing activities.
Cogent will handle advertising and media buying.