AA reviews 8m media business

The Automobile Association is reviewing its media planning, strategy and buying accounts, worth about 7.6m in billings.

The organisation says that the review is being restricted to its existing roster of Zenith Media, Michaelides & Bednash and Carat Manchester Direct.

But group marketing director Bob Sinclair has admitted that consolidation of AA media activities is a possibility.

“We need to carry out a formal review to satisfy ourselves that we are happy with the current position,” says Sinclair. “There’s no agenda that says we must consolidate or must make changes by bringing in new agencies.”

He claims that reviews are carried out every three years, but admits that in this case one is “overdue”. No formal review of the creative account held by HHCL & Partners is being carried out.

In May, Marketing Week exclusively revealed that the AA is attempting to return to its motoring roots and ditching a range of additional services (MW May 21).

All non-core products and services, such as burglar alarms and home insurance, are being reviewed.

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