Driving force behind the AA strapline

In your recent Advalue on the Automobile Association last week, Peter Clay said he didn’t know who came up with “the 4th Emergency Service” as a positioning for the AA and that the person or people responsible should retire basking in the glory of a job well done.

Well, it was us at Interbrand Newell & Sorrell! We were commissioned by the AA in 1990 to look at the AA’s branding and identity and in April 1992 we demonstrated, through the new livery that by aligning the association more closely and visually with the Fire, Police and Ambulance emergency services, a more authoritative and fundamental positioning (vs mere “car fixers”) could be achieved.

The AA accepted our recommendations; an advertising brief was formed and a presentation of the new livery provided the input to HHCL & Partners which developed the excellent strapline.

Simon Jones

Interbrand Newell & Sorrell

London NW1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here